Business service learning projects have the potential to be a state-of-the-art instructional laboratory to teach and apply theory and make a substantial impact on the community. In this article, the author presents a service learning project that is embedded in two consecutive required courses of the marketing major and has been conducted and expanded by consecutive marketing teams over the last four years. The project follows a critical service learning pedagogy in that it redistributes power among stakeholders, promotes the development of authentic relationships, and works for social change. Insight is provided for other business faculty engaging in service learning projects.