Behind the Brand

It all started with a sweet partnership that has allowed us to give back to students across the South.

Last month, we joined forces for good with King of Pops on a promotion under our shared purpose of creating memorable and happy moments in our customers’ lives. We handed out 200 free King of Pops popsicles in 10 southern cities along with a “Giving is Sweet” card that, when returned to a local Belk store, initiated the donation of one back-to-school outfit to a child in need.

Of 10 participating cities, Charlottesville, Va. returned the most cards – 191 out of 200 – so we threw the Boys & Girls Club of Central Virginia a three hour, back-to-school party on September 17. The event included a DJ, bouncy house, fun games, free t-shirts, Chick-fil-A and, of course, King of Pops popsicles! We also delivered 200 back-to-school outfits to club members to give students a fresh start to the school year.

This initiative is part of Belk: Project Hometown, the retailer’s outreach program with a mission to strengthen the southern communities our customers call home. We’re working with the Salvation Army through their national partnership with Boys & Girls Club of America, where the two organizations create an accepting, positive and challenging environment to welcome young people of every background, circumstance, race, creed and religion.

Across 10 participating cities, we donated a total of 715 back-to-school outfits to Boys & Girls Clubs. See, giving IS sweet!