ConAgra :: Operation Slim Jim

Challenge: For the past several years, Slim Jim has been a proud sponsor of the WWE’s Tribute to the Troops program—an annual USO event honoring the men and women of the United States military. Slim Jim wanted to find a way to elevate their partnership and give the Millennial target a personalized way to get involved in the cause and show their support.

Connecting Insights: Slim Jim is one of the most requested snacks by U.S. soldiers in the field because it’s loaded with protein and shelf stable. Millennials want to show their support for the troops in ways that go beyond symbolic and allow them to express their gratitude in a more authentic way.

Brand Idea: Operation Slim Jim

Exponential Solution: Trisect created a unique program that allowed consumers to go online and personalize a Slim Jim with their name and message. Ordinary Slim Jims were transformed into “thank you sticks” and then shipped to active duty service members. Soldiers got both a welcome taste of home, and a heartfelt note from home.

Operation Slim Jim launched as a social media experience that ignited a movement among the brand’s 1.3 million fans to praise the troops for their service. The program generated more than 30,000 shares, 115,000 messages and 1 million custom Slim Jims deployed to U.S. troops around the world.

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