Big-box stores aren’t typically renowned for being friends of the environment. So Mississauga, Ont.-based Wal-Mart Canada is rolling out a big new campaign to educate the public about its eco-friendly efforts.

A 30-second TV spot, ‘Big Reduction,’ launched yesterday, highlights some of the company’s green initiatives, like using energy-efficient light bulbs in-store, buying emission-free power, recycling more waste and increasing insulation in the roofs of new stores. The tag is ‘We’re reducing our impact on the environment.’

The spot directs viewers to the microsite forthegreenergood.ca, where they can learn about Wal-Mart’s expanded organic offerings, green initiatives and partnerships with Toronto-based environmental org Evergreen.

Wal-Mart developed the campaign, which also includes online ads set to break next week, with AOR Publicis Toronto. Zenith Optimedia handled the media buys.