Lowe's Plants for the Cure

By Caren Putterman

Lowe's this month hosts its annual "Plant for the Cure" campaign, which benefits breast cancer awareness organization Susan G. Komen for the Cure.

Special pink perennial plants are stocked at garden center entrances under a banner communicating the chain's pledge to donate 10% of sales to the Komen foundation. The flowerpots and attached tags both sport Komen's pink logo. A feature in the retailer's May 4 circular supports. Lowe's first held the “Plant for the Cure” campaign in spring 2005.

In other activity, Lowe's is pitching store gift cards as Mother's Day presents. Shoppers who purchase a gift card of $50 or more get a free one-year subscription to Time Inc.'s Cottage Living, Coastal Living or Health magazine. Communicated via fixture headers at checkout, the offer was also promoted in a themed "It's All About Mom" insert in the May 4 circular. The promotion runs April 28 through Mother's Day, May 11.

Lowe's, Mooresville, NC, operates 1,534 stores in the U.S. and Canada.

Published: May 2008

Source: In-Store Marketing Institute

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