This Minute Maid Campaign Stresses Family Over Commodities

By: Riley von Niessen - Dec 2, 2016
References: youtube & adweek
In an effort to show consumers that the holiday season should be about more than buying gifts for loved ones, this Minute Maid campaign encouraged people to write letters to their parents to tell them how much they appreciate them.

To do so, the juice company created a pop-up that was dubbed 'The Holiday Store with Nothing to Sell.' Upon entering it, consumers were invited to write letters to their loved ones and then wrap them up in a box. To show how both parents and children were positively affected by the task, the Minute Maid campaign included a commercial as well.

All of the parents were pleasantly surprised to see they'd been given a handwritten letter and many break out into tears when they read the heartfelt words that their children haven't always been able to express to them. With this, the Minute Maid campaign drives the importance of spending time with family over the holidays and links itself to this constructive message.