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Challenge: Lowes Foods, a major employer in North Carolina, relied on NAS for assistance in enhancing their diversity recruitment needs. Both NAS and Lowes Foods felt that creating a positive diversity message would draw potentially new employees and enhance their growing grocery store chain as an employer of choice.
Solution:
Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding Lowes' situation. Lowes Foods prides itself on offering the freshest possible products; NAS drew upon that with a graphic featuring fruits and vegetables, as well as people of different ethnicities. The copy reflected the importance of diversity in meeting the needs of customers, as well as employees as the company continues to expand.
Results:
Colorful, eye-catching and fun, the ad has been a great success, bringing positive comments from applicants, customers and employees. Lowes Foods subsequently asked NAS to turn it into internal posters and an intranet design to let their employees know just how unique and valued they are.
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