Free stuff for veterans—it’s about time.

Of all the things agencies and brands pat themselves on the back for, it’s amazing to see the no-brainer things that they overlook that can make a favorable impression. Like I suggested previously, there are worse things for business than giving away something free to vets on Veterans Day. Opinions of the food notwithstanding, Applebee’s is offering free meals to veterans and active duty personnel this November 11. While automakers have offered discounts on new cars for years, the focus on the major military holidays in the U.S. has been on savings for consumers, not those who served. Hopefully Applebee’s can do it every year.

Next up, Best Buy, let’s have a talk about some of those plasmas.