Walmart Canada: It’s a big country
Brand Strategy & Development
Media Strategy
Production
Video Production
Project Overview
Most Canadians shop at Walmart (approx. 80%+ in any given month), but only a small percentage buy fresh meat and produce. Walmart launched its fresh meat and produce program three years ago. But it had not met sales forecasts because it had failed to convince Mainstream Moms that the meat and produce it sold was good.
Details
All prior work had spent money building a category among customers who already knew the category by telling Canadians that Walmart had low-priced fresh meat and produce. What it failed to do was solve the problem – resolve the quality concerns of shoppers. We flipped the brief. Instead of prioritizing the low prices, we focused on the fact Walmart has the best fresh meat and produce – at prices you expect from Walmart.
Our idea demonstrated how Walmart makes quality meals accessible to our shopper through the story of a mother preparing a big spread for her toddler’s birthday. The quality ingredients she is cooking with come from different parts of Canada – just like her family, who are joining them for the celebration. This promise of the campaign was encapsulated in a simple line: Canadian farms. Canadian growers. Walmart prices.
Walmart Reunion:
A mother cooking up a feast for her toddler’s birthday shows us how Walmart makes good food accessible to all. The quality Walmart ingredients she cooks with come from all over Canada – like her family, who are joining them for the celebration. This promise: Canadian farms. Canadian growers. Walmart prices.
Media tactics:
The campaign was rolled out on national television, English and French and supported online, cinema, and in-store with extensive signage. The campaign was supplemented with media relations, social media and in-store events and eighteen-wheeler delivery trucks re-branded with the campaign elements and tagline.
The campaign was rolled out on national television, English and French and supported online, in cinema, and in-store with extensive signage. The campaign was supplemented with media relations, social media and in-store events and eighteen-wheeler delivery trucks rebranded with the campaign elements and tagline.
Campaign testing rated Fresh 2018 as one of the most successful campaigns in Walmart Canada history. Sales results exceeded estimates, and wear out testing showed that the campaign is still effective and it will run again in 2019, with higher sales objectives.
Media Solution:
The campaign was rolled out on national television, English and French and supported online, in cinema, and in-store with extensive signage. The campaign was supplemented with media relations, social media and in-store events and eighteen-wheeler delivery trucks rebranded with the campaign elements and tagline.
Results:
Campaign testing rated Fresh 2018 as one of the most successful campaigns in Walmart Canada history. Sales results exceeded estimates, and wear out testing showed that the campaign is still effective and it will run again in 2019, with higher sales objectives.
The campaign was featured in Strategy magazine for its fresh, human approach to groceries.
Our idea demonstrated how Walmart makes quality meals accessible to our shopper through the story of a mother preparing a big spread for her toddler’s birthday. The quality ingredients she is cooking with come from different parts of Canada – just like her family, who are joining them for the celebration. This promise of the campaign was encapsulated in a simple line: Canadian farms. Canadian growers. Walmart prices.
Walmart Reunion:
A mother cooking up a feast for her toddler’s birthday shows us how Walmart makes good food accessible to all. The quality Walmart ingredients she cooks with come from all over Canada – like her family, who are joining them for the celebration. This promise: Canadian farms. Canadian growers. Walmart prices.
Media tactics:
The campaign was rolled out on national television, English and French and supported online, cinema, and in-store with extensive signage. The campaign was supplemented with media relations, social media and in-store events and eighteen-wheeler delivery trucks re-branded with the campaign elements and tagline.
The campaign was rolled out on national television, English and French and supported online, in cinema, and in-store with extensive signage. The campaign was supplemented with media relations, social media and in-store events and eighteen-wheeler delivery trucks rebranded with the campaign elements and tagline.
Campaign testing rated Fresh 2018 as one of the most successful campaigns in Walmart Canada history. Sales results exceeded estimates, and wear out testing showed that the campaign is still effective and it will run again in 2019, with higher sales objectives.
Media Solution:
The campaign was rolled out on national television, English and French and supported online, in cinema, and in-store with extensive signage. The campaign was supplemented with media relations, social media and in-store events and eighteen-wheeler delivery trucks rebranded with the campaign elements and tagline.
Results:
Campaign testing rated Fresh 2018 as one of the most successful campaigns in Walmart Canada history. Sales results exceeded estimates, and wear out testing showed that the campaign is still effective and it will run again in 2019, with higher sales objectives.
The campaign was featured in Strategy magazine for its fresh, human approach to groceries.
