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Country Time
The Littlest Bailout

RAN IN: United States

CLIENT
The Kraft Heinz Company

Andrew Deckert, General Manager
NanditaVijayaraghavan, Associate Brand Manager

AGENCY
Leo Burnett Chicago *Lead Agency

Pete Lefebvre, VP Creative Director
Ryan Stotts, VP Creative Director
Daniel Jaramillo, Senior Art Director
JavierValle, Senior Copywriter
Elizabeth Ritten, Producer
Natalie Dahl, Producer
SeanLogan, Community Manager
Susan Anderson, Senior Producer
Kevin Lily, EVP Strategy
Megan Collins, Account Director
Liz Taylor, Global Chief Creative Officer
Mark Burgess, EVP Account
Bridget Rose, Executive Producer
Mike Davidson, Head of Production
Aki Spicer, Chief Strategy Officer


Starcom *Lead Agency


Alison Brod Marketing + Communications


Merkle

Tracy Crawford, Account Director


SUMMARY

2020 delivered the sourest of lemons when social distancing practices forced the cancellation of the classic summer job for a kid – running a lemonade stand. Country Time historically has very small paid media investment and relies on neighborhood lemonade stands each summer to drive brand awareness. “The Littlest Bailout” broke through a cluttered media landscape and shifted focus to kid entrepreneurs, keeping the brand top of mind with 1.4 billion earned media impressions and in the hearts of its core audience with a 138% lift in purchase intent

CASE VIDEO


Language: English