Aldi Pays It Forward with Alex's Lemonade Stand

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Aldi Pays It Forward with Alex's Lemonade Stand

By Cyndi Loza - 07/30/2019

Aldi teamed with Alex's Lemonade Stand Foundation to run a "Pay Your Quarter Forward" campaign this month encouraging shoppers to donate to the cancer-fighting nonprofit in stores and online. 

In stores, shoppers could donate 25 cents, $1 or $5 to the organization — one of the leading funders of pediatric cancer research in the U.S. and Canada — from July 10-14. Online donations were accepted from July 10-23 via a co-branded page within the foundation's site ( The goal was to raise more than $1 million for the foundation as part of Aldi's “Pay Your Quarter Forward” initiative, which supports national and community organizations with a focus on health and wellness, according to a media release from the retailer.

In stores, stanchions and checkout signs employed a "Pay Your Quarter Forward" message, encouraging shoppers to help fight childhood cancer. The program and the retailer's private-label lemonade SKUs were also spotlighted on Extra. (See below). A feature in the retailer's July 10 circular, a carousel ad on, and Instagram, Facebook and Twitter updates from Aldi also supported.

Pay Your Quarter Forward is a nod to Aldi's shopping cart rental system, which requires shoppers to temporarily insert a quarter in a cart to use while shopping. (It's one of the hard discounter's many cost-saving measures.) “At Aldi, the quarter unlocks so much more than our carts. It can also unlock little acts of kindness that can make a powerful impact,” said Joan Kavanaugh, vice president of corporate buying at Aldi U.S., in the release. “We’re proud to support Alex’s Lemonade Stand Foundation and do our part to help fight childhood cancer.” 

Alex’s Lemonade Stand Foundation launched in 2005 to continue the mission of Alexandra “Alex” Scott, who, while fighting cancer at just four years old, set up a lemonade stand to help raise money for cancer research. “My daughter Alex was battling neuroblastoma when she asked to give the money she raised to doctors to help find cures for all children battling cancer,” said Liz Scott, co-executive director of Alex’s Lemonade Stand Foundation, in the release. “From raising $2,000 at her first lemonade stand to raising $1 million when she was just eight years old, our program is only successful if we have people and organizations like Aldi who are dedicated to our mission. The support of Aldi shoppers across the country will help even more families take a stance against childhood cancer.”

NOTE: For more about Aldi's cause programs, please visit