Thousands of U.S. military personnel and their families are currently requesting assistance due to financial distress, injury, or physical or mental impairment as a result of their military service. To help meet this growing need, Eckrich, part of the John Morrell Food Group, a subsidiary of Smithfield Foods, has partnered with Operation Homefront to launch "Operation Inspiration," a campaign designed to honor, thank and support the military families who inspire us.
"With help from partners like Eckrich, Operation Homefront met more than 151,000 needs for military families from all branches of service in 2012," said Jim Knotts, CEO of Operation Homefront, a non-profit organization headquartered in San Antonio, Texas.
"Eckrich is proud to support Operation Homefront for a second year, and we are extremely excited about initiating 'Operation Inspiration' as a way to help us continue to provide assistance to inspiring military families," said Charles Gitkin, vice president, marketing, innovation and R&D for the John Morrell Food Group.
Through the "Operation Inspiration" campaign, Eckrich will donate 5 cents for every purchase of specially marked products from May 1 through July 4, 2013, up to $250,000. The company will also share the "Operation Inspiration" message via a broad-based marketing campaign that features television, radio, online, out-of-home advertising and social media to tell military families' stories.
Furthermore, Eckrich is underwriting an "Operation Inspiration" half-hour television special, hosted by NBC's Al Roker and featuring NASCAR's legendary "The King" Richard Petty, #43 driver Aric Almirola, and other celebrities. The special will air in major markets across the country this summer.
"John Morrell Food Group and Eckrich are dedicated to assisting and honoring our military families," said Jennifer Zmrhal, Senior Brand Manager, Eckrich. "This campaign is aimed to further raise awareness of our military veterans, wounded warriors and their families' needs. We are committing as many resources as possible to help spread the message and make a difference in these people's lives."
Also, people can text "INSPIRE" to 27722 to give money to Operation Homefront*. "We want to make it easy for people to help, too," said Zmrhal. "This gives people everywhere an easy, direct way to get involved."