LOS ANGELES, Nov. 9, 2026 /PRNewswire/ — Hanks For Our Troops, the mission-driven coffee company founded by Tom Hanks, today announced its nationwide 2026 Veterans Day campaign, “(T)HANKS.” The campaign honors and supports the military community with: a new signature video narrated by Tom Hanks, recognition of 2026 Challenge Coin design winner Matthew Burns, and customer donations through Round It Up America.
At the center of (T)HANKS is an anthemic video spotlighting the work of Marine Corps Sergeant Alejandro Castillo which can be viewed on GiveHanks.com. An Iraq combat Veteran, Sgt. Castillo established the Boots On The Ground Alliance and his Annual Vietnam Welcome Home Event. His work exemplifies the campaign’s commitment to honoring Veteran leadership and service.
In addition, Hanks For Our Troops directs 100% of its net profits to charitable organizations that empower U.S. Veterans and military families; the charitable recipients are: The Headstrong Project, Bob Woodruff Foundation, Hire Heroes USA, and Student Veterans of America.
Along with monetary support for respected military organizations, the (T)HANKS campaign has multiple touchpoints and creates ways for everyone to express their support for veterans and their families, including:
- 2026 Challenge Coin Veteran Artist Winner Matthew Burns: Announcement and digital spotlight of the 2026 Challenge Coin recipient across GiveHanks.com, social media, and customer newsletters, featuring his service history, personal bio, and community impact.
- Veterans Day Tribute Video: A featured video on GiveHanks.com honoring Marine Corps Sergeant Alejandro Castillo, an Iraq combat Veteran and founder of the Boots On The Ground Alliance.
- Interactive Community Resources: Continued promotion of the curated Google Veterans Map on GiveHanks.com, connecting audiences to Veteran-owned businesses, non-profits, and support resources nationwide.
- Round Up for the Troops: Integration of Round Up for the Troops, powered by 501(c)(3) nonprofit partner Round It Up America (RIUA), enabling customers to round up purchases or contribute $1, $5, or $10 directly to our vetted Veteran causes at checkout.
- Everyday Gratitude Through Retail Distribution at Walmart: Making it easier for Americans to support Veterans every day through availability across Walmart locations and Walmart.com, featuring freshly roasted Chocolate Turtle with notes of dark chocolate and toasted oak, smooth Medium Roast, Decaf ground coffee bags, and single-serve pods. Product availability varies.
The initiative also invites the public to engage across social channels under #VeteransDay and #HanksForOurTroops by sharing names and stories of Veterans who have made a lasting difference in their lives.
About Hanks For Our Troops
Hanks For Our Troops is a purpose-driven coffee brand founded by Tom Hanks with the tagline, “Damn Good Coffee. Damn Good Cause.” Crafting richly aromatic ground coffees and single-serve pods, the company donates 100% of its net profits to support active-duty service members, Veterans, and military families through established, vetted charitable organizations. To purchase, locate products, or explore Veteran resources, visit GiveHanks.com.
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SOURCE Hanks for Our Troops
