Walmart Canada: It’s a big country
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Every Canadian deserves to eat better, affordably. It’s a Big Country tells a story using food from across Canada. Our goal: show shoppers that Walmart carries the high-quality, fresh Canadian food that every Canadian deserves. The idea sprang from the simple human insight that the Canadian food shopper is a mom on a mission. She may be busy, but she loves her family and wants them to eat better. She won’t compromise on that.
We show how Walmart helps her fulfil this mission — delivering quality food at Walmart prices that fit her life and her budget. The TV shows a moment in one such life. A mother prepares a spread for her toddler’s birthday. She cooks with quality ingredients from different parts of Canada – just like her family, who are arriving for the celebration. Throughout, we see the love that underscores her mission to feed her family well. The message: it’s a big country, but what you love will always be within reach.
We rolled out the campaign on national television, in English and French. We supported it online, in cinema, and in-store with extensive signage. Walmart supplemented the campaign with media relations, social media and in-store events. We even branded Walmart’s distinctive eighteen-wheeler food delivery trucks with the campaign elements and tagline — ensuring the message and the proof were both delivered, right up to the last mile.
Want to see more Walmart work? Check out how we unleashed the Year of the Dog in this Chinese New Year campaign. Or learn about our recipe for the best Vaisakhi celebration, in this campaign for South Asian Canadians.
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The campaign was featured in Strategy magazine for its fresh, human approach to groceries.
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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 was still effective enough to run again in 2019, with even higher sales objectives.