Belk is taking the wraps off of a new community relations platform during college football’s Belk Bowl today (Jan. 29).
The platform, dubbed Belk: Project Hometown has an initial $15 million commitment over the next five years to organizations that support the department store brand’s local communities.
This holiday season Belk is working with Habitat for Humanity to raise funds to build a home next year for a family who will be at the game to hear the news. During the Belk Bowl announcement, the brand will reveal the total amount raised thanks in part to the support of Belk customers.
The ad spots supporting the effort can be seen here.