H-E-B Operation Appreciation: 10 Years of Military Support

HONORING THE SERVICE AND SACRIFICE OF THOSE WHO SERVE 

Founded in 2013, H-E-B Operation Appreciation is a company-wide program created to honor the brave men and women of the U.S. Armed Forces — men and women who are H-E-B Partners and customers, friends, and family. Operation Appreciation partners with organizations that support U.S. service members and their families. In contributing time, talent, and financial support, H-E-B recognizes and appreciates the dedication and sacrifices service members make on behalf of the nation.

In 2023, H-E-B Operation Appreciation, in partnership with the USO, enlisted MUELLER SCOTT to help celebrate its 10-year anniversary by inviting 10,000 military service members and their families to vibrant fall festivals to be held at Fort Cavazos in Killeen and Joint Base San Antonio. 

THE CLIENT VISION

H-E-B sought an event production partner with the ability to create a large-scale festival atmosphere at various military bases within a tight schedule. This milestone event, celebrating a pivotal moment in their Operation Appreciation initiative, called for an extraordinary experience. H-E-B needed a partner capable of merging creativity with logistical precision to ensure each event would not only host over 5,000 attendees but also meet the highest standards of quality and impact.

THE PLAN

We had ambitious plans for this event—thoughtfully designed with details that brought a cozy, family-friendly fall festival to life. The event was set to unfold across two locations, Joint Base San Antonio and Fort Cavazos in Killeen, all within a week. Our goal was to showcase H-E-B’s incredible impact on the military community and their unwavering support for our service men and women. To make it happen, we partnered with outstanding local vendors who enthusiastically took on the challenge of executing back-to-back events.

Everything was on track until two days before the Fort Cavazos event when the forecast called for heavy rain and high winds—every producer’s worst nightmare, but the show must go on—and it certainly did! With just 48 hours to spare, we made the call to activate our rain plan and pivot to an indoor venue to preserve the spirit and integrity of the Killeen event. A seamless transition resulted in an unforgettable celebration immersed in the inspiring story of H-E-B Operation Appreciation that captured the same warm, festive atmosphere.

EVENT HIGHLIGHTS

Both festivals featured a lively atmosphere with a variety of live music including military bands, live performances from captivating circus acts, inflatables, festive face painting, a wide array of carnival rides, and a 360 photo booth. Attendees enjoyed delicious offerings from food trucks and sweet treats from cotton candy and popcorn vendors in addition to H-E-B’s own Creamy Creations ice cream food trailer.  A key attraction at each location was a customized shipping container with branded panels and immersive video screens. Designed to prominently feature the brand’s 10 year anniversary graphics and a decade of Operation Appreciation content, this activation successfully engaged and delighted attendees as a hub for giveaways and immersive storytelling. The branded activation also served as a unique observation deck, offering stunning views of the entire celebration.Together, these experiences created a truly memorable event that celebrated community, joy, and H-E-B’s incredible support for our servicemen and women, and their families.