DDB California teamed up with ConAgra’s Marie Callender’s brand, the USO and Scripps Networks to create the "Comforts From Home Project," a campaign to bring the feelings and flavors of home to those who miss it the most — our troops.
The campaign culminates in an hour-long television special, "A Hero's Welcome," that airs today, Veterans Day, on six Scripps channels: HGTV, DIY, Food Network, Cooking Channel, Travel Channel and GAC. The show is a homecoming of sorts, bringing food and cheer to soldiers with the help of hosts Robert Irvine, from "Restaurant Impossible"; Genevieve Gorder from "HGTV Design Star"; and actor Gary Sinise.
The integrated campaign features an on-pack promotion that encourages consumers to support USO2GO, a USO program that provides kits filled with electronics, sports gear, books, games and more to troops stationed in remote locations around the world.
Client: Marie Callender's
Agency: DDB California
Group creative directors: Travis Parr, Nikki Baker
Account director: Michael J. Bukzin
Associate creative director: Leslie Shaffer
Art director: Aubrey Day
Copywriter: Andrew Hajjar
Production company: Scripps Network Inc.