The beverage company opened a pop-up shop that encourages customers to write letters to their parents instead of buying a gift

The holiday season can be a stressful time of trying to find the perfect, but affordable, gift. Minute Maid‘s new store is looking to remind shoppers that sometimes the best gift is free.

The special pop-up store doesn’t sell anything, but rather encourages curious customers to write a letter to their parents, telling them what a good job they’re doing. Customers get free paper and pen, free wrapping, and a free bottle of Minute Maid juice to sit down and write out a heartfelt letter. It is part of their #DoingGood campaign, showing how far an act of kindness and love can go during a season dedicated to spending time with loved ones.

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