Lidl Features Eric “Bean” McKay on Private Brand Peanut Butter

Eric “Bean” McKay, a 15-year-old Virginia boy who won a lifetime supply of private brand peanut butter from discount grocer Lidl, will get his picture on the label of the jar, with a portion of the sales going to a nonprofit autism advocacy group.

Bean, who has autism, eats peanut butter on English muffins three times a day. When Lidl had a sale on its peanut butter last year, McKay’s mom Tracy bought 72 jars.

Bean, tweeted a picture of the empty jars to Lidl, which gave him 72 additional jars and promised a lifetime supply if he could get 72,000 retweets. He then donated a portion of his winnings to workers affected by the federal government shutdown this year. His father was a furloughed federal worker.

This month Lidl is launching a campaign to raise awareness of people with autism. The retailer has introduced limited-edition private brand peanut butter jars with Bean’s picture which will be available starting April 11.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.