For Which Wich Superior Sandwiches, the award-winning fast casual sandwich concept, giving back to the communities it serves is a part of its DNA. From local charitable initiatives to system-wide programs designed to donate to a good cause, the brand goes above and beyond in its efforts to make the world a better place. And now, in continuation of those ongoing efforts, Which Wich is launching its 9th annual Flag Your Bag campaign. Between May 29 and July 4, the brand will be honoring both active and veteran U.S. servicemen and women with custom made care packages.

Throughout the duration of the campaign, Which Wich guests are encouraged to write their own heartfelt messages to members of the military on the brand’s signature brown bags, which are then filled with non-perishable donations and thank you notes provided by employees and volunteers. Following Independence Day, those care packages are then passed out to military bases and veteran support organizations in local Which Wich markets across the country. Individual Which Wich locations have contributed as many as 2,000 bags to local military bases.

Beyond the brand’s nationwide campaign, some Which Wich locations partner with larger organizations to ship donations collected overseas to active military members stationed in Iraq and Afghanistan. Those donations also include the brand’s iconic brown bags, which are used as a part of its creative ordering system where guests use red Sharpie markers to select their orders.

“The Flag Your Bag campaign represents who we are as a brand. At Which Wich, giving back to members of the communities that we call home—especially the men and women who put their lives on the line to serve our country—is a top priority,” says Jeff Sinelli, Which Wich’s founder, CEO and chief vibe officer. “Our franchisees, employees and loyal fans all look forward to this event every year. Our passion for supporting both active members of the military and veterans is evident across the brand’s entire system, and we’re honored to have the opportunity to make a difference.”

Since the Flag Your Bag campaign was first introduced in 2008, Which Wich franchisees across the country consistently set a new record when it comes to giving back. In 2016, the brand collected more than 15,000 bags between Memorial Day and the 4th of July. And this year, Which Wich is setting the bar even higher. The brand has a goal of collecting 20,000 bags in an effort to increase the program’s outreach and impact.

But Which Wich’s annual Flag Your Bag event isn’t the only way in which the brand supports members of the U.S. military. The brand is affiliated with the International Franchise Association’s VetFran initiative, making all honorable discharged veterans eligible for $10,000 off their initial franchise fee to open up their first Which Wich location.

“Not only are America’s military heroes some of the smartest, most driven individuals in our nation, they also share our passion for giving back. That’s why it’s a natural step for us to partner with them both year-round as they realize their dreams of business ownership and as the Flag Your Bag campaign continues to grow,” says Jeff Vickers, senior vice president of development for Which Wich. “Our goal is to support those who selflessly make sacrifices to keep our country safe, both while they’re overseas and when they return home.”