St. John’s, Nfld.-based Canadian Iceberg Vodka has launched its largest-ever national consumer promotion, but it’s not touting its own wares. The initiative, which launched last week and continues until Remembrance Day, is aimed at honouring and aiding Canadian military troops and their families.

Dubbed ‘Remembering Our Heroes,’ the campaign will donate 50 cents from every purchase of every bottle of Canadian Iceberg Vodka until Nov. 11 to the CDS Military Families Assistance Fund and the Last Post Fund (which honours past heroes). A montage representing domestic military heroes through the years was commissioned from acclaimed Canadian artist David Craig by the vodka company, and will be displayed at more than 3,300 government-run and privately owned liquor stores and other retail locations, as well as Royal Canadian Legion posts and military mess halls across the country.

‘The men and women who serve in Canada’s armed forces are the true definition of heroes,’ says David Hood, SVP of Canadian Iceberg Vodka. ‘This campaign is meant to not only raise funds, but to genuinely show how much they are appreciated and respected.’

All creative chores and media placements were done in-house by the vodka company.