Everyone is Welcome At Our Table
The idea that food can bring us together is more important than ever. Walmart wanted to celebrate diversity through the eyes of real families and the food they cook. Utilizing in-store and digital channels, Walmart developed a 360 campaign that highlighted three different families and how the recipes that they grew up with, are still enjoyed today.
Three diverse families welcomed us into their homes and shared their stories, cultures, and the traditional dishes that define who they are. Then, we introduced them to our audience, who were excited to try something different at their own tables. All the ingredients in the recipes had direct links and were shoppable at Walmart and easily delivered or available through grocery pickup.
Campaign includes: Video and static onsite and offsite ad creative, diversity and inclusion discussion documents, and downloadable recipes with add to cart functionality.
Recognition
Effie, Gold – Single-Retailer Program, Mass Merchants
2020 GSK Global Marketing Excellence Awards – “Best Human Experience”
“Best in Class” – Walmart Chief Diversity Officer
Results
+35% online sales | +69% in-store sales | 47% new buyer sales
Role: Co-Creative Director
Company: Walmart Connect, in partnership with Epsilon, Arc and GSK
Within the Walmart hub, customers could download the recipe and as they click each ingredient it would automatically populate their cart for easy purchase.
