Businesses Honor Fallen Heroes on Independence Day


I’m on the hunt for Fourth of July cause marketing. In a similar hunt last year I struck gold when I wrote about this cool promotion from Budweiser that included augmented reality! What a fireworks display!

The best promotion I’ve come across this year is from NAPA Auto Parts. Since beginning the Get Back and Give Back program in 2012, NAPA employees, customers and suppliers have raised $1.35 million for the >Intrepid Fallen Heroes Fund (IFHF), which supports wounded soldiers, veterans and families of those lost in service to our country.

This cause promotion is comprehensive, creative and transparent.


NAPA is offering customers mail-in rebates of up to $25 for every battery, alternator, and starter they purchase during the month. Customers can choose to donate all or a portion of these rebates, and Napa will donate $1 to the IFHF for any redeemed rebate.

This is the first time I’ve seen a company offering customers the option to donate their rebate to a cause, and then make a donation for every redeemed rebate.

To bring visibility to the fundraiser, NAPA employees will swap out their blue and yellow uniforms for red, white and blue IFHF shirts during July to raise awareness for the campaign. The IFHF shirts bear the slogan, “NAPA We Believe in Heroes” and will be on sale, along with matching wristbands and lapel pins, on NAPA will donate $3 to the IFHF for every T-shirt purchased, $.50 for each bracelet and $.70 for each lapel pin. All proceeds will go to the IFHF.

Customers can also receive a free patriotic cap at participating stores with any $25 purchase. NAPA will donate $1 to the Fund for every cap given away.

Since I didn’t find all Fourth of July cause marketing campaigns I was hoping to find, I dipped into my Pinterest boards and found a few other patriotic themed campaigns.

During the 2013 Superbowl Jeep’s Whole Again ad supported the USO and the troops.


One of my favorite campaigns from past Independence Days was Jersey Mike’s Christmas in July campaign for Wreaths Across America. I think it takes a real giving spirit to host a fundraiser in July to put wreaths on soldiers’ graves in December. But that’s just what this sub chain did.


What Fourth of July cause marketing promotions have you seen?