Lowe’s celebrates 300,000 Red Vest associates who always rise to the occasion

Apr 22, 2020

Through its new “Home Unites Us” campaign, Lowe’s celebrates the commitment of its associates

As the world continues to navigate COVID-19, home has taken on a new meaning for all of us. These changes have Lowe’s reflecting on the fact that it is a company built on supporting people in their homes – during a time where home is the one place we have all been asked to be.

The good news? Home is something that unites us all.

And Lowe’s – the presenting sponsor of the 2020 NFL Draft – will use the occasion to launch a new brand campaign that is an expression of what Lowe’s is now and what it has always been: a team made up of more than 300,000 Red Vest associates who rise to the occasion when our communities need us most. Our associates will be there during a natural disaster, a pandemic or even just a really challenging home improvement project.

It’s part of Lowe’s culture; it’s who we are.

In all three new advertising spots, Lowe’s celebrates the work of associates and their commitment to serving customers and communities. One spot, “What We Always Do” focuses on how associates have helped communities during disaster. Another spot highlights the Lowe’s team, the “Home Team.” And the third spot, “Home Unites Us” depicts different kinds of homes from all across the country, underscoring the commonality the entire U.S. is facing – being at home.

And for the first time, one of the biggest NFL moments will also take place from home. No big stage in front of a packed crowd. The top draft prospects will wait anxiously from home. The general managers and head coaches will make their picks from home. And all of us football fans will watch it play out from home.

And with the help of a few special guests, Lowe’s found a truly memorable way to thank some of those who wear the Red Vest.

Quarterbacks Joe Burrow and Tua Tagovailoa are two of the top talents in this year’s class and on draft night, they’ll receive the call they’ve been waiting for and discover a new home.

Before that, they made some surprise calls of their own to Lowe’s associates. Burrow spoke to associates from his hometown of Athens, Ohio and Tagovailoa called stores in Northport, Alabama and Tuscaloosa – home of the Crimson Tide.

“I just wanted to call and say thanks for all you’re doing right now,” Burrow said.

“I just wanted to call

The associates, as one would imagine, were blown away.

“This will be something that I never forget as long as I live,” Athens store associate Stevie Nevil said.

Athens store manager Aaron DeVanna was overcome with joy watching his teammates interact with the presumed No. 1 overall pick in the draft.

“As we watched it unfold, we were just giddy,” DeVanna said. “It was amazing to hear the interactions between them. The store was abuzz. It was outstanding. Joe could not have been more inviting or personable with every member of my team. All associates were positively beside themselves.”

The store manager in Tuscaloosa, Adam Hendon, echoed that sentiment.

“At a time like this, to have someone like that take a little time out for our employees and thank them… it just meant a lot.” Hendon said. “It lifted my spirits; it lifted my employees’ spirits. It’s hard to put into words. Tua is a local hero. This is the heart of where Alabama football is played. To have him call in to the store like that was amazing.”

Panthers running back Christian McCaffrey – the eighth overall pick in the 2017 Draft – also took part in this outreach effort, calling associates in Charlotte to thank them for their hard work and dedication.

Before saying goodbye, both soon-to-be NFL quarterbacks and McCaffrey offered to host their respective associates at a game this season to show their appreciation.

“It’s people like you that make me proud to call [Tuscaloosa] home,” Tagovailoa said. “I just want to say thank you, thank you, thank you again for all you do.”