Nothing Is for Sale at Minute Maid's Pop-Up Holiday Store

Brand Is Instead Helping Kids to Say Thank You to Parents

By Alexandra Jardine. Published on Dec 01, 2016

Editor's Pick

Minute Maid's holiday campaign this year is all about helping kids to say thank you to their parents, with the help of a pop-up "store." However, nothing is for sale there.

Instead, the store allows kids can go in and write a letter to their parents, expressing their gratitude, while they drink a Minute Maid orange juice. The letters are then packaged up like a gift to be delivered to their parents.

Agency Doner captures the experience in a documentary-style video that highlights five children, from little kids to older teenagers, as they write heartfelt letters to their parents. For some, it's a chance to express on paper things they've never said in real life. Their parents' emotional reactions are authentically captured, too, as is the fact that this beats any regular wrapped-up holiday gift hands down.

The film ends with the tagline: "Put good in. Get good out." It's part of Minute Maid's wider "#doingood" campaign, which according to the brand was created to combat the internal struggles many parents face as they attempt to balance work and life, while striving to provide the best holiday experience for their families.

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Dec 01, 2016
Minute Maid
President & CEO:
David DeMuth
Chief Creative Officer/Co-CEO:
Rob Strasberg
Global Chief Creative Officer:
Eric Weisberg
EVP, Executive Creative Director:
Brad Emmett
Creative Director:
Jason Bergeron
Creative Director:
Virgil Adams
EVP Director of Content Production:
Laurie Irwin
Exec Producer:
Stacey Gizinski
Broadcast Business Manager:
Theresa Bland
Senior Talent Manager:
Jane Greening
EVP, Chief Integration Officer, Account Service:
Monica Tysell
SVP, Brand Leader:
Jim Vassallo
VP, Brand Leader:
Adina Sigler
Senior Account Executive:
Andrew Doyle
Assistant Account Executive:
Brittany Durham
Kyle Ruddick
Lawrence Lewis
Exec Producer:
Brendan Kierman
Post Production:
The Underground
Independent Editor:
Philip Owen
Stacy Langdon
Exec. Producer:
Chad Cooper

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