Now in its third year, the Lowes Foods partnership with Healthy Family Project demonstrates how grocers can blend purpose, produce and performance during the holidays.
As retailers look for ways to build loyalty and social impact in the same basket, Lowes Foods’ annual Season of Sharing campaign offers a compelling model.
The Carolinas-based grocer has once again teamed up with Healthy Family Project to spotlight better-for-you brands in-store and online, while helping fight hunger across its communities. This year’s effort will provide the equivalent of 780,000 meals to three Feeding America® member food banks: Second Harvest Food Bank of Northwest North Carolina, Food Bank of Central & Eastern North Carolina and Inter-Faith Food Shuttle. Since its debut, the program has surpassed 1.9 million meals donated.
Monetary donations are crucial for food banks because they offer flexibility, allowing them to purchase specific, needed items in bulk at lower prices, cover operational costs like transportation and storage and address shortages more effectively than with in-kind food donations alone. This allows food banks to stretch the value of the dollar further and provide more balanced, nutritious meals to the community.
Purpose-driven merchandising meets shopper engagement
From November 5 through December 16, shoppers in more than 83 Lowes Foods stores will see Season of Sharing signage and endcaps featuring participating brands, along with QR codes linking to dietitian-approved recipes curated by Healthy Family Project.
“The Season of Sharing campaign provides a fantastic platform to showcase our sponsors’ products across every channel - print, online, and in-store,” said Patrick Eisinger, Produce Category Manager at Lowes Foods. “We tailor merchandising to highlight fresh items, and Healthy Family Project does a tremendous job pairing those with complementary products from other partners to create cross-merchandising opportunities that add value for our shoppers.”
By blending health-oriented messaging with strong visual storytelling, Lowes Foods continues to position produce and perimeter departments as the emotional core of its stores, a strategy many regional retailers are leaning into as consumers seek wellness-aligned products.
Better-for-you brands fueling impact
The health-conscious food brands supporting the 2025 Season of Sharing campaign include: Chobani®, Campbell’s Soup Company, Crispy Green, Fresh Express®, Generous Brands, HORMEL®, Litehouse®, GT’s Living Foods, Little Potato Co., McCormick®, nasoya®, NY Apple Association, Natural Delights®, Serenity Kids®, Shuman Farms, Health-Aide, So Good So You, Southmill Champs, Sunkist, Sunset®,Teddie All-Natural Peanut Butter, Uncle Matts Organics, Wholly Guacamole, POM Wonderful, Wonderful Halos and SellEthics.
Each partner brand gains integrated exposure through weekly ads, in-store signage, social media and content collaborations, including a Giving Tuesday Instagram Live event on December 2 at 4 p.m. ET.
“Our brand partners play such a vital role in bringing this campaign to life,” said Aimee Smith, Director of Partnerships at Healthy Family Project. “Together, we’re nourishing families, supporting local food banks and proving that small shopping choices can add up to major community impact.”
Retailers lean into ‘shop to support’ trend
Cause-based activations like Season of Sharing reflect a broader retail trend: shoppers increasingly want to support brands that do good, and retailers are building that ethos into merchandising.
By partnering with a cause marketing organization such as Healthy Family Project, Lowes Foods effectively transforms standard CPG promotions into storytelling moments that resonate with values-driven consumers.
The initiative also strengthens long-term supplier relationships, providing a shared platform where produce growers, CPGs and the retailer all benefit from measurable goodwill and traffic during a high-spend season.
Learn more
For campaign details and participating brands
Every $1 donated to Feeding America helps secure at least 10 meals on behalf of local food banks.
