Drinks brand Country Time Lemonade sat in Kraft-Heinz's roster, gradually being forgotten, gathering dust. Its future was uncertain until the FMCG giant decided it was time to give the brand one final moment in the limelight by launching an integrated campaign called Legal-Ade.
"They wanted to make a small bet on the brand and see whether we could do anything with it," explained Leo Burnett Chicago Creative Directors Pete Lefebvre and Ryan Stotts.
For the brand to have a future, it needed to capitalise on its heritage, as Eric Mills, Country Time Brand Manager, describes: "We still had strong summer associations and our brand values seen as nostalgia with hints of Americana. People had simply forgotten about us, and we were in danger of fading out of people's lives."
For the Leo Burnett team used to work on household name brands, this brief provided a new opportunity and using creativity for social good: "Like fixing up an old building, this seemed like an exciting reclamation project. The brand had good bones; there seemed to be a lot to work with."