The archive · Marketing & Growth · Marketing decision · 2021
HomeEquity Bank delivers WWII field rations via DoorDash for Remembrance Day
Orders of Sacrifice shipped historically accurate WWII ration kits across Canada on DoorDash, letting a new generation taste what veterans endured.
HomeEquity Bank
What it had to solve
History lessons usually cover the famous battles, rarely the daily sacrifices veterans made around them. HomeEquity Bank wanted a new generation to understand the hardships of the past — and to turn that understanding into awareness and donations for veterans around Remembrance Day.
How it works
History often teaches people about the famous battles of World War II, but it rarely tells them about the daily sacrifices veterans made — the food, the cold, the waiting. HomeEquity Bank set out to close that gap with Orders of Sacrifice, a historically accurate recreation of WWII field rations, made available on the popular food delivery app DoorDash.
Across Canada, people could order the ration kits and experience how WWII soldiers ate, giving a new generation a tangible entry point into the hardships of the past. Instead of a documentary or a museum display, the history arrived at the door in the form of a meal, at a moment — around Remembrance Day 2021 — when Canadians were already thinking about veterans.
The effect was to make remembrance experiential: the ration kit turned an abstract chapter of war into something to hold and taste, and the campaign used that moment to drive awareness and donations. Orders of Sacrifice was filed in the D&AD awards archive, where the jury praised its craftsmanship and called the work 'very real and captivating'.
Why it lands
- It converted history into an act people already perform daily — ordering food — so the lesson arrived with almost no friction.
- The artifact carried the argument: a historically accurate ration kit let a new generation feel hardship instead of being told about it.
- DoorDash gave the campaign the reach of an everyday channel, carrying remembrance into ordinary life rather than confining it to a museum.
- Awareness and donations rode on a tangible moment, giving people a reason to act after the taste of the experience.
What it did
Canadians could order a piece of history through an app they already used, so the veterans' daily sacrifice became something to feel rather than just read about — driving awareness and donations. The work entered the D&AD awards archive, where the jury praised how it combined history with new media and new tools, calling it 'very real and captivating'.
What you can take
When an audience will not read the history lesson, make the lesson an orderable artifact: accurate objects delivered through everyday channels make the past physical.
Since then
Orders of Sacrifice ran around Remembrance Day 2021 and remained in the D&AD awards archive with its jury comment attached. The ration-kit delivery experience stands as a documented example of a brand using a food delivery platform as a channel for history and remembrance.
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