Sears’ Heroes at Home program wins prestigious Peter Glen award

4 Comments | This entry was posted in Events, Marketing, Retail Companies

There’s a lot of buzz among nominees and winners at tonight’s Racie Awards ceremony, but there’s always a special place in my heart for the Peter Glen Award, which is presented to a company who has given back in a unique way.

The award is named for legendary retail advertising executive Peter Glen, who was a prominent fixture in the RAMA community for more than 20 years. Glen, described to me by NRF’s Mike Gatti as “the conscience of the industry,” was known for his creative – and often eccentric – stunts. (Case in point: he brought a cow on stage once at the Retail Advertising Conference.)

This year’s award goes to Sears’ Heroes at Home program, which provides outreach to active soldiers and American veterans. As a part of the program, the company repairs and modifies the homes of wounded soldiers. After that success, the company introduced a new component last year: soldiers could create an online wish registry over the holiday season and Americans were encouraged to contribute. (And they did – to the tune of $8 million, making Christmas a little brighter for thousands of military families around the country.) Watch the powerful video below for more information about the program:

Sears’ Tom Aiello, himself a disabled veteran who now leads many of the company’s public relations efforts, accepted the award on behalf of the company. Saying that the program has now raised over $20 million and helped 50,000 families, Aiello said the program “really enables Sears to show our gratitude” and that “Sears is going to be committed to these military families for years to come.”

Want to see other winners from the Racie awards? Check out the entire awards book given out to all attendees.

Posted in: Events | Marketing | Retail Companies and tagged , , , ,


  1. avatar Kathy
    Posted March 4, 2010 at 9:39 am | Permalink

    What an amazing way to give back to the people who protect this country – and what a great company to think of these soldiers during the holiday season and all year long. congrats to Sears, I’m truly touched.

  2. avatar Johann
    Posted March 4, 2010 at 10:11 pm | Permalink

    I had the good fortune to meet Peter & work with him shortly before his death; he was a terrific, madcap, entertaining, educating, enthralling individual. His passing leaves a huge hole in the retail fabric! Yet…here he is…living on! Congratulations to Sears!

  3. avatar John "Bear"
    Posted March 4, 2010 at 10:33 pm | Permalink

    The first job I got when I retired from the USAF was at Sears. They really treat the GI’s and Veterans well. I had the honor of running the Heroes at Home program 2 years ago and received great sense of pride and satisfaction from the stories I heard from both the customers and the military families we helped, many from my former unit. Our store raised the most in the district and third in the region and we are a smaller store. It goes to show just how much this nation does care for its troops and Sears is show how to do it.

  4. Posted March 5, 2010 at 2:41 pm | Permalink

    What a great job sears is doing for the veterans, as well as the american family! Here’s great product for the veterans to have! Adding something brand new to the store shelves. (

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