We were watching the evening news last night, and saw a rather strange commercial
featuring a happy family enjoying a hearty meal (think organic food.) Baby dumps a food bowl on his head, naturally. As the commercial closes, a Wal-Mart organic logo appears with the tag lines "Introducing Organics at the Wal-Mart price. What will you bring to the table?” We are puzzled because there were no royal blue vests, no yellow smilie faces, and no lame music. This can’t be Wal-Mart advertising, right? Well, as it turns out, Wal-Mart has launched their new campaign for organic foods. The campaign is intended to lure more affluent customers into the store for organic food--which while trendy--is also costly. Wal-Mart same store sales are sluggish, and the chain must try a new approach.
Marketing Blurb applauds the idea, but we suspect this campaign will blow right past Wal-Mart’s traditional customers, and the new ones they seek.
Advertising Age has more.
Photo Credit: Ad Age
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