Lowe’s aims to ‘seed spring’

In observance of Earth Day, Lowe’s says that it will ‘bring up to one million new plants into the world’ / FleishmanHillard

Amid a growing number of millennial homeowners, Lowe’s has launched a new campaign designed to prepare customers for the spring season, inspire curiosity and orient itself as a brand that’s concerned about sustainability.

Lowe’s is leaning into spring fever – as well as a recent spate in millennial homeownership – by announcing a number of new digital and in-store experiences, including the return of SpringFest, which debuted last year. The new campaign also includes an activation for Earth Day, a holiday that is becoming increasingly relevant as the global ecological crisis worsens.

The suite of new experiences are aimed, in the company’s words, at “seeding spring.” In other words: providing consumers with the tools, know-how and inspiration that they’ll need to make the most of the spring season, that time of year when many of us begin clearing out the clutter from winter and reorganizing our living spaces for the warmer season ahead.

“Our customers look forward to their first spring trip to Lowe’s, as that’s the unofficial start to the season for them,” said Marisa Thalberg, executive vice-president and chief brand and marketing officer at Lowe’s. “This year, Lowe’s is proving that the possibilities of spring at home have only just begun, with an all-new SpringFest in-store experience and everything that our customers need to step outside and kick off the season.”

The new campaign arrives at a time of escalating demand for homeownership among millennials. According to a recent report from Apartment List, the percentage of millennials that own a home has been rising steadily over the past decade, reaching a new high of around 48% in 2021.

This year’s month-long SpringFest, which will include “in-store lawn and garden ‘walking tours,’” will kick off on April 7. Perhaps in a nod to the fact that spring is the time that many people begin to shake off their seasonal affective disorder (SAD), the company will also reveal 12 “mood-boosting DIY projects,” arranged by a number of lifestyle influencers.

The brand is also offering a more literal way to “seed spring.” In observance of Earth Day (April 22), the brand says that it will “bring up to one million new plants into the world.” Or at least, it will be bringing the potential for that many plants to come into the world: for every person who posts a tulip emoji with the hashtag #SeedingSpring on March 20, the first day of spring, the brand says that it will “share a real-life seed” at surprise giveaways hosted at select store locations across the US. It will also be planting seeds in its hometown of Charlotte, NC.

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