Lowes Builds Brand, Helps Pets

Lowes Foods is simultaneously promoting its store brand and Facebook page with a new pet-themed campaign. For the month of May, 1% of all Paws Premium private-label pet product sales in Lowes Foods stores will be donated to local humane societies. The donation will be made in the form of pet products given to organizations in Charlotte, Raleigh, Winston-Salem and Wilmington, N.C.

WINSTON-SALEM, N.C. — Lowes Foods is simultaneously promoting its store brand and Facebook page with a new pet-themed campaign.

For the month of May, 1% of all Paws Premium private-label pet product sales in Lowes Foods stores will be donated to local humane societies. The donation will be made in the form of pet products given to organizations in Charlotte, Raleigh, Winston-Salem and Wilmington, N.C.

In addition, for each new fan Lowes Foods acquires on its Facebook page through June 7, Lowes Foods will donate $2 to these organizations. As of May 19, the Facebook drive raised $300.

“Don't forget to tell your friends to fan our page to help your humane society and SPCA,” Lowes writes in promotional materials.

When Lowes plugged the promotion on its Facebook page, a Facebook fan commented on her satisfaction with the Paws brand.

“When my kitty turned 1, we decided to get him the Paws brand cat food,” the Facebook fan wrote. “He loved it, and now a year later, he will only eat his Paws. We get it when it is on sale for buy one, get one free.”

In response, Lowes wrote the following post: “Yay! Now you can make your kitty happy as well as help other animals.”

Marketed as a national-brand equivalent, Paws Premium is a Topco Associates brand that includes 35 varieties of dry and wet food, as well as treats, toys and accessories.