13 Frontline Workers Receive Home Repair Relief From Super Bowl Campaign

Lowe's also donated $100,000 toward home repairs in Tampa.

In lieu of producing a Super Bowl commercial, popular home improvement retailer Lowe’s Inc. used America’s “big game” to partner with nonprofit Rebuilding Together on the “Home For A Home” campaign to provide repairs for frontline workers’ homes.

Before Super Bowl LV, Lowe’s announced that every time the word “home” was used in a nationally televised ad, a frontline worker would receive necessary repairs on their home. According to Lowe’s, the word “home” was used 13 times, so 13 frontline workers qualified for repairs estimated between $10,000 and $15,000 per project. (The giveaway had been capped at 32, one for each NFL team.)

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Additionally, in honor of the Lombardi Trophy-champion Tampa Bay Buccaneers, Lowe’s donated $100,000 toward home repairs in Tampa.

You can learn more about Rebuild Together here.

On Sunday, Tampa Bay — the first team to play a Super Bowl in its home stadium — beat the Kansas City Chiefs, 31-9. In the lead-up to the game, Lowe’s helped build homes around the Tampa area.

Several companies became first-time Super Bowl advertisers, including Fiverr, Scotts and Vroom, according to AdWeek. Lowe’s has never run a Super Bowl ad.

In January, Lowe’s announced plans to hire more than 50,000 retail associates across its U.S. stores this spring. The announcement comes as home improvement companies prepare for the busiest season of the year: Spring. A company press release said Lowe’s is looking to fill seasonal and full-time roles.

At the same time, Lowe’s also announced an additional $80 million in discretionary bonuses to its hourly employees. Full-time hourly associates will receive $300, while part-time and seasonal associates get $150. The move marks the seventh bonus or special payment the company has provided hourly workers since the start of the coronavirus pandemic, totaling roughly $1.3 billion.

Though the pandemic crushed some brick and mortar businesses, large home improvement retailers largely thrived thanks to the gained popularity in DIY. Lowe’s said in its release that the new job creations built upon hirings the company made in 2020. Lowe’s hired more than 90,000 associates into permanent roles over the past year, according to the release.