Dive Brief:

• Lowe's is partnering with the NFL and nonprofit organizations across the country to give $1 million worth of pre-lit Christmas trees (more than 13,000 trees) to families and organizations affected by the pandemic, the retailer announced via press release.
• Dak Prescott, quarterback for the Dallas Cowboys and founder of the Faith Fight Finish Foundation, is participating in the effort, along with NFL players who are part of Lowe's Home Team, a group of players giving back to their hometowns.
• With many local tree lighting activities cancelled because of the pandemic, the retailer is encouraging consumers to share their own Christmas tree lighting on social media using the hashtag #HomeUnitesUs on giving Tuesday and during the holiday season.

Dive Insight:

Lowe's cited the familial and financial difficulties of the COVID-19 pandemic as its inspiration for its Christmas tree effort. The company wanted to brighten people's homes this holiday season, Marisa Thalberg, Lowe's executive vice president, chief brand and marketing officer, said in a statement. Walmart is taking a similar approach with its upcoming holiday drone light show, but the Lowe's campaign has a charitable element.

The holiday push follows Lowe's previous collaboration with NFL players in September to support people and organizations in their respective hometowns. As part of that effort, the company aired a 30-second ad during the game between the Houston Texans and the Kansas City Chiefs. Along with Prescott, NFL players Jared Goff, Adam Thielen and Andy Dalton are also delivering donated Christmas trees to families and organizations of their choice.

Besides its partnership with the NFL, Lowe's has repeatedly tied its marketing efforts to local communities and culture in an effort to engage with consumers, especially during the pandemic. Lowe's debuted a campaign earlier this year that encouraged people to support first responders by building and posting signs with messages of gratitude in their yards. In May, the retailer collaborated with ABC's "American Idol" to send contestants the items needed to construct their own stages. In August, the home improvement retailer enlisted fashion designers Jason Wu, Rebecca Minkoff and Christian Siriano to highlight its offerings during New York Fashion Week.