Case Studies
client: Jack Daniel’s Toast to the Troops Campaign
USO Care Package Stuffing Parties Generate Media Coverage
capabilities/industry: Media Relations | Meetings & Special Events | Food & Beverage
Since 2005, DVL has been proudly assisting our client, Jack Daniel’s, with its “Toast to the Troops” campaign. Through this effort, Jack Daniel’s collects personal messages of support – or toasts – to include in USO care packages for our military men and women serving overseas.
To date, we have held eight Jack Daniel’s USO “stuffing parties” around the country. Military spouses, Jack Daniel’s employees and USO volunteers assemble the care packages, which include items specifically requested by our military personnel and the all-important “toast” card. The party is a fun-filled day with the stuffing of more than 10,000 care packages, a special Jack Daniel’s barbecue for volunteers and their guests and a celebration concert by Army veteran and country music star Craig Morgan.
Events have been held at Fort Campbell (Ky.), Fort Hood (Texas), Naval Air Station North Island (Calif.), Fort Gillem (Ga.), and Scott Air Force Base (Mo.), with more on tap.
results: The campaign has generated national, regional, local and military coverage with more than 32 million media impressions and an ad equivalency value exceeding $1.5 million. More importantly, the campaign has let our service members know just how much Jack Daniel’s supports them and truly appreciates the sacrifices they and their families make for all of us.
