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Walmart launches ad campaign for grocery pickup

Walmart campaign

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BENTONVILLE, Ark. — The spotlight is shining on Walmart’s in-store pickup program with the retailer’s launch this week of a national advertising campaign to promote the fulfillment option.

“[W]ith the service now available nationally and growing in both popularity and to even more locations this year, we’re kicking off 2019 with our biggest and first-ever cross-platform national marketing campaign for Walmart Grocery Pickup,” Barbara Messing, chief marketing officer for Walmart U.S., wrote in a post on the company’s corporate website.

The campaign’s first commercial was broadcast Sunday during NBC’s broadcast of the 79th annual Golden Globe Awards. The campaign includes social media, online videos, radio ads and in-store media.

The campaign uses “famous cars” to highlight the “magic moment” of the Walmart Grocery Pickup experience, Messing wrote. Famous vehicles appearing in the spots include Cinderella’s glass carriage, the Batmobile, the flying DeLorean in “Back to the Future” and the Ectomobile, or ECTO-1, in “Ghostbusters.”

“We not only picked famous cars from iconic movies we knew would be instantly recognizable to our customers — and launched the campaign during one of the film industry’s most popular awards shows — but we also worked with a variety of different Hollywood studios to gain access to these vehicles. This helped ensure the famous cars looked just like what our customers knew from the films, while demonstrating the ease, speed and convenience of the service.”

Walmart and other retailers with brick-and-mortar stores are leveraging their physical presence to compete with competitors like Amazon in costs and click-to-door shipping speeds.

“We’ve scaled grocery pickup from nothing four years ago to over 2,000 locations today, and by the end of the year we’ll serve 70% of the U.S. population, and we haven’t sacrificed quality,” Walmart chief executive officer Doug McMillon told analysts in October during a presentation during the company’s annual meeting with the investment community.