08/11/2011 01:21 pm ET Updated Dec 06, 2017

Company Serves Up Brown-Bag Comfort for Troops

Our troops have really been on my mind this week. Losing 30 highly trained, dedicated soldiers in Afghanistan last week was tough. Thirty coffins, 30 graves, 30 grieving families, 30 people missing at the Thanksgiving Day table this fall. A truly terrible loss.

That's why I'm glad Which Wich Superior Sandwiches, a chain of 200 "which" restaurants (wish we had one in Boston!), did something nice for the troops this week.

Those of you follow me regularly might remember Which Wich. I included their promotion in my examples of Independence Day cause marketing. The company pledged to fill the patriotic bags and send them to troops overseas.

Which Wich got top honors, and I promised to include their campaign in the next edition of my book, "Cause Marketing for Dummies," which was just released but will have a second edition with new content.

The 1,000 decorated bags they collected were filled with messages, kind words and treats. You can check out all the decorated bags here.

I hope these flagged bags will lift flagging spirits. Our troops could sorely use the lift after the past week.