Focusing on the insight that home is more than a place, and homemade meals mean most to those without one, we partnered with the USO to bring comforts from home to our military. Codes on Marie Callender’s packaging made it easy for consumers to make a donation to USO2GO, which delivers items to troops in remote locations.

Social media and custom content built up to a first-ever, one-hour TV special that debuted across six Scripps cable networks on Veteran’s Day. The special told the heartwarming story of bringing much-needed “comforts”, including Marie food, to a retiring soldier and active troops.

The Comforts from Home project was hugely successful in accomplishing Marie Callender’s goals. Despite a declining category, unit sales increased 9% on promotional products, and share increased 16% vs. prior year. Household penetration reached 12% (+17%, 2.3MM households). Code entry totaled ~480K, resulting in an incremental $150K donation. The TV special was seen by 3.2MM households during premiere airings, doubling awareness of the brand partnership with USO2GO. Brand opinion among viewers increased to a 180 index over norms. This campaign was also recognized by the 4A’s and the BAA as one of the Best Cause Partnerships of the Year.