The Problem

Military families across the United States are increasingly experiencing food insecurity, with many living paycheck to paycheck while managing deployment demands, frequent moves, and rising household expenses. Mercy Chefs needed a clear and compelling campaign that would communicate this need while showing donors the tangible impact of their support.

The Strategy

I helped develop a campaign centered on clarity, dignity, and measurable impact. By simplifying the message to “$50 provides 50 meals,” we created a direct and memorable connection between a donor’s gift and the families it would serve.

The Execution

• Campaign identity and messaging system

• Billboard and outdoor advertising

• Family Grocery Box packaging and labeling

• Social media and donor-facing digital content

• Email and print fundraising materials

• Consistent creative direction across campaign touchpoints

The Results

• Increased campaign donations by 24%

• Made the impact of each gift easier for donors to understand

• Strengthened engagement with military-focused audiences

• Created a cohesive campaign across print, digital, outdoor, and packaging

• Positioned Mercy Chefs as a trusted partner to military families