Legal-Ade wins Best PR Idea of 2019 at the One Show
The One Show’s highest honor in Public Relations, plus two Golds, a Silver and a Bronze, the most awarded PR idea of the year.
When the law came for kids' lemonade stands, Country Time lawyered up for them.
- Client
- Country Time (Kraft)
- Year
- 2018
- What we did
- Campaign, PR, Production
- Result
- 1.1B impressions
By the numbers
- 1.1Bmedia impressionsImpressions are the number of times the campaign was seen, across news, TV and social. 99% of them were earned, not bought.
- $12Min earned media valueWhat the press coverage would have cost if it had been bought as advertising.
- 225broadcast news segmentsStories on national and local TV news, including Live with Kelly and Ryan.
- 13Karticles writtenArticles written about Legal-Ade in print and online.
- 6,667%paid media amplification
- 2×organic searches for “Country Time Lemonade” vs. any time in Google historySearches for Country Time Lemonade hit twice their highest point ever in Google's records.
Across America, police were shutting down kids' lemonade stands for lacking permits. With Leo Burnett we created Legal-Ade for Country Time: a legal defense fund that pays the fines and permits for any kid busted for selling lemonade.
Police were shutting down kids' lemonade stands
Country Time, the taste of so many childhoods, had been quietly forgotten. Kraft wanted to revive awareness of the brand and give people a reason to talk about lemonade again.
Meanwhile, across America, kids' lemonade stands were being shut down for breaking zoning ordinances and health codes. Unpermitted stands were legal in only about 15 states.
Each bust made the local news: a kid, a pitcher of lemonade and a fine. Nobody was standing up for the kids.
A legal defense fund for kids, paid for by Country Time
With Leo Burnett we created Legal-Ade for Country Time: a legal defense fund for kids whose lemonade stands get shut down. If your kid gets fined or needs a permit, Country Time pays, up to $300 per stand.
The launch film introduced the Legal-Ade team, a row of serious lawyers standing guard behind a little girl's stand. Families applied at countrytimelegalade.com.
Then the news came to us. When a child in Denver got busted, the film launched two weeks early to meet the story.
Fines paid
If a stand gets fined, Country Time pays, up to $300 per stand.
Permits covered
Need a permit to sell lemonade? Legal-Ade covers that too.
Protected stands
Kids could show a 'Protected by Country Time Legal-Ade' badge.
A billion impressions, 99% of them earned
Legal-Ade passed a billion media impressions, 99% of them earned. More than 225 broadcast segments ran on national and local TV, including Live with Kelly and Ryan.
Country Time had its biggest sales and share spike in seven years. Organic searches for the brand doubled their all-time Google high.
Then the laws started changing. Denver changed its rules, then Colorado, Louisiana and Tennessee, and Texas declared a Lemonade Freedom Day.
The One Show's Best of Discipline in PR, and the most awarded PR of 2019
At the 2019 One Show, Legal-Ade won Best of Discipline in Public Relations. It also took a Gold and a Silver Pencil in PR and a Bronze in Social.
At Cannes Lions 2019 it took a Gold in Promo & Activation, Silvers in Promo & Activation and Direct, and Bronzes in Direct, PR and Social & Influencer. D&AD Pencils, an ADC Gold and two ANDY Golds followed.
The Clios had already given it Silvers in PR and Social in 2018. The work is credited to Leo Burnett Chicago, with Buena in the ideation.
If your kid gets busted for selling lemonade, Country Time pays the fine.
Gallery
Recognition
22 awards from 7 shows, 2018–2019.
| Year | Show | Award | Category |
|---|---|---|---|
| 2019 | One Show | #1 PR Campaign of the Year | |
| 2019 | Cannes Lions | Gold | Activation |
| 2019 | One Show | Gold | PR |
| 2019 | ADC | Gold | |
| 2019 | ANDY | Gold×2 | |
| 2019 | Cannes Lions | Silver | Activation |
| 2019 | Cannes Lions | Silver | Direct |
| 2019 | One Show | Silver | PR |
| 2019 | D&AD | Silver×2 | |
| 2019 | Cannes Lions | Bronze | Direct |
| 2019 | Cannes Lions | Bronze | PR |
| 2019 | Cannes Lions | Bronze | Social |
| 2019 | One Show | Bronze | Social |
| 2019 | D&AD | Bronze | |
| 2018 | Clio | Silver | PR |
| 2018 | Clio | Silver | Social |
| 2018 | LIA | Silver | Innovation |
| 2018 | Clio | Bronze | Integrated |
| 2018 | LIA | Bronze | Integration |
| 2018 | LIA | Bronze | Digital |
Nothing at that level from that show.
In the news
Legal-Ade wins two Silvers and a Bronze at the 2018 Clios
Recognized in Public Relations, Integrated Campaign and Social Media, at the first show it was ever entered in.
Country Time Legal-Ade reaches 1 billion free media impressions
99% earned, zero paid media, and more than 225 broadcast segments on national and local TV.
Country Time Legal-Ade pays kids’ lemonade stand legal fees
When the police shut down kids’ lemonade stands, Country Time pays the fines.
New client: Buena joins Leo Burnett to give Country Time a reason to be talked about
Country Time, the lemonade of so many childhoods, had been quietly forgotten. With Leo Burnett, we started looking for a reason to talk about lemonade again.
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