Sunday is Earth Day.  Just this week, I received an email promoting a Lowe’s Earth Day campaign that invited customers to pay them a visit and pick up a free tree in honor of this international day of observance.  Even after realizing this was a campaign from 2011, I was completely blown away by Lowe’s “green” investment.  This effort, which gave away one million trees to consumers fully integrated their company’s message, complemented their product/service offering while increasing foot traffic in stores everywhere, and built consumer loyalty in one consolidated effort – for which I give the company a big “atta boy!”

This seemingly simple, albeit LARGE gesture gives me and other shoppers the confidence to know that part of the money that I spend on a yearly basis at Lowe’s (undisclosed amount) is going towards something good.  Doing “good” creates connections and, as a result, I am encouraged to spend money with companies that do good things for others.

In the fresh produce industry, every day is Earth Day.  Every day we do something good for people and the globe.  We’re lucky in that our livelihoods are endearing to consumers because we grow and provide them with food from the earth.  So, what’s your plan for observing Earth Day every day?  How are you conveying this important and “connectable” year-round story so that you, too, can make a similar impact as Lowe’s made?

Posted by: The Optimist (Megan Zweig)

Tags: 1 million trees, April 22, doing good, Earth Day, Earth Day 2012, Fresh Produce Industry, Lowe's, Philanthropy

Posted Wednesday, April 18th, 2012 at 1:41 pm and is filed under Branding & Messaging, Culture & Creativity, Marketing Tools & Trends, Philanthropy.