Blink and you might have missed it, but for a brief period at the beginning of May Queen Street East was home to a slick pop-up lemon-themed bakery.
Called “The Lemonade Stand”, word around the Beach spread fast about the outfit’s affordable treats and drinks, with several posts on area Facebook groups and a short BlogTO write-up about the pop-up shop, which was located close to Kew Gardens.
Turns out, the joke was on us – the whole endeavour was created for Yellow Pages’ new marketing campaign, designed to show-off its digital marketing products and services.
“Yellow Pages wanted to get as close as possible to the reality of an opening local business in order to get realistic results,” said the company’s Vice-President, Brand & Marketing Communications Paul Brousseau in an email. “Yellow Pages informed the local BIA in advance as well and following the end of the initiative.”
As to why they chose the Beach neighbourhood in particular as the place to set up shop, the company said, “the Beaches is obviously a very popular, trendy neighbourhood and fit with opening a trendy lemonade stand.”
The company said that over the eight days it was open the store attracted 1,100 customers and sold out of its inventory, with proceeds donated locally, noting the leftover food went to Good Shepherd Ministries, and all sales of The Lemonade Stand went to the “Out of the Cold” program.