ALEx’s lemonade stand foundation (alsf)
a meaningful mission
With ALDI’s long-standing partnership with Alex’s Lemonade Stand Foundation (ALSF), the goal was to bring the mission to life through a fun, engaging brand experience that went beyond visibility. The activation focused on raising awareness, supporting the fight against childhood cancer, and sharing the real stories of the families behind the cause. By bringing the community together around a meaningful mission, we created an opportunity for shoppers to engage with the cause and make a difference.
Worth the Squeeze
This initiative was truly an all-hands-on-deck effort. Before hitting the road to three key cities with our custom-made lemonade stand, the team came together across departments to bring the experience to life. From identifying the ALSF family stories we wanted to share and selecting products for sampling to shaping creative across signage and social media, every detail had a purpose. We also worked closely with our experiential agency to bring “Zesty” the Lemon to life, adding a fun, memorable element that helped connect shoppers with the cause. From planning to on-the-ground execution, it was a true team effort centered around raising awareness and making an impact.
