Walmart’s moms ring in the holidays

The retailer is taking an omni-channel approach to its holiday push, continuing its promotional work around moms and a major focus on its recently upgraded e-commerce site.

Continuing its moms’ personality push debuted this summer for its back-to-school campaign, Walmart has unveiled three TV spots alongside an omni-channel holiday campaign, Zach James, VP category and corporate marketing at Walmart, tells MiC.

Two 30-second spots are already on air, including the “Merry Multi-Tasking Mom,” which bowed Nov. 9 and will run through the end of the month, and “Can’t-Wait-Til-Christmas-Mom,” which was unveiled on Nov. 16, and runs through to Dec. 6. A third sport, “The Always Prepared Mom,” will hit the airwaves on Dec. 7, he says. Four 15-second pre-roll spots are product specific promotions tied to the “_____ Mom,” such as a “My Kids Love Ninja Turtles Mom,” featuring hero shots of the figurines.

“There’s a lot of relatability in those ads. And a bit of fun,” he says.

Though the moms’ personality push will primarily live through its mass media buy, the rest of the promotional effort, including category specific promotions, will focus on the idea of “Merry Christmas for less,” he says.

The campaign will be supported by print, radio, search, digital banner ads, digital pre-roll, as well as through owned channels such as social, flyers, its Live Better magazine and in-store sampling.

“This year we have a more diversified program that in previous years,” James says. While the mass campaign really targets mothers, the supporting material through owned, social and some digital channels will be aimed at the wider public. The media buy was handled by Mindshare, JWT did the creative, Twist Image handled Facebook, while in-store signage was done by Traffikgroup.

“When you boil [the campaign] down, it’s to make it easy for mom to have what she needs, when she needs it throughout the season at the right price,” he says.

A lot of the brand’s focus this holiday season will be on its recently upgraded e-commerce site, Walmart.ca, including one TV spot dedicated to promoting the website, the first time the brand has ever had a TV push promoting its e-comm offerings, he says. Much of the digital traffic will also drive directly to the upgraded site, which includes an easier-to-use checkout system and responsive design.

In stores, the brand opted for traditional imagery and will keep the aisles relatively free of any major shopper marketing programs in a bid to keep the shopping experience relatively straight-forward. It will, however, do plenty of food sampling as it pushes out its continually expanded grocery business, including a big push on its private label line Our Finest, which has been expanded for the holiday season. The campaign follows a relatively busy period from the brand, which includes in-store pushes in the baby and diaper markets, major toy promotions out of store as well as a continued heavy TV presence.