Campaign: Operation Ride Home
Company: Jack Daniel's
Nonprofit Partner: Armed Services YMCA of Ft. Campbell, Kentucky
Launch Date: November 28, 2011
Agency: DVL Public Relations & Advertising[/box]
Jack Daniel's has pledged to donate $101,000 to help soldiers with travel expenses reunite with their families for the holidays and is inviting consumers to join in the effort by making their own donations online.
This campaign follows a long series of adult beverage companies supporting military personnel and families. While the company is encouraging consumers to join in the effort and donate, the presence of the campaign is lacking on their homepage and Facebook page, missing an opportunity to engage consumers around this worthy cause.