Have you seen the new Walmart commercials on TV? The money-saving super center has launched a campaign that includes several television spots that focus on the measurable benefits of shopping at this mega-mart. Not only is the copy a great example of branding, it also does a phenomenal job of portraying the end results of buying groceries at this national chain.
In only 16 seconds, Walmart accomplishes several important tasks. First, they tell people (who might not otherwise know) that they have their own brand of take-and-bake pizzas. Second, they make a comparison to take-out or delivery pizza. (Often an important step in consumer decision making.) Third, they show that the end result of buying Walmart pizza (that can be baked fresh at home) is a savings of over $300 a year! Because Walmart gives quantifiable information in the commercials, the spots are very convincing.
Another spot takes a similar strategy as it compares a fast food breakfast (at $5 per person on average) to that of a cereal breakfast (from Walmart, of course) at only $ .50 per person. Saving a family of 4 about $900 a year!
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Most people caught in this trying period of economic uncertainty are looking for ways to save money anywhere they can. These practical tips are real attention-getters and – while they would most likely work for practically any grocery chain – they especially play well considering Walmart’s long-standing brand of being the low price leader.
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