Discovery and Lowe to create content for Hogar

Discovery U.S. Hispanic and Lowe’s announced their partnership to create exclusive food- and home improvement-focused content for Hispanic audiences, primarily through Hogar de HGTV, for Spanish-language audiences.

As the exclusive home improvement partner, Lowe’s will have exclusivity in the home improvement category across Discovery U.S. Hispanic’s entire portfolio, which includes Discovery en Español and Discovery Familia, as well as the networks’ respective digital properties and GO Apps.

Facilitated by Starcom USA, the partnership across the companies’ ad sales, digital, content, commerce, marketing, and talent functions will feature multi-platform content development and a research program designed with Horowitz Research to better understand the behaviors, preferences, and needs of Hispanic DIYers and Pros.

“Home has taken on a new significance in 2020—it has become a place for the whole family to live, play, nourish, create, learn, and to work, all at once, and we have delighted in helping Spanish-language audiences bring their homes to the next level through our latest offering, Hogar de HGTV. Lowe’s is truly our dream match—a trusted brand, an entrepreneurial ethos, and a shared interest in empowering and inspiring Hispanics to live their best lives through the creation of their best Hogar (home),” said David Tardio, VP, Advertising Sales, Discovery U.S. Hispanic.

Lowe’s will be exclusively integrated into select Discovery U.S. Hispanic original productions throughout 2021. Key original titles include Hogar Stars, where passionate home designers put their skills to the test through a series of creative challenges, in hopes of impressing our expert judges and winning their very own Hogar de HGTV show; Diseñador En Casa, a self-shot series helping families complete their home remodeling projects; and Fix My Fail, where Hogar experts save the day when DIY projects go wrong. Lowe’s will also be incorporated into the upcoming Hogar de HGTV digital-first series, including Living Green, and Our Family (Nuestra Familia).