Walmart Puts Marketing Muscle Behind Great Value

May 11, 2010

It looks like Walmart is investing marketing dollars to advertise the benefits of its Great Value store brand as part of the companywide Rollback initiative.

The new 30-second spot shows a family enjoying spaghetti night at home for less than $2 a serving thanks to assorted Great Value ingredients, including pasta, sauce and salad dressing. “Everyone’s on a budget, what will you do with yours?,” the company asked on its You Tube posting. “Hundreds of new Rollbacks on Great Value mean you can choose from lots of meals for less then $2 dollars a serving.”

The advertising push behind Great Value may surprise some industry observers who have speculated the retail giant is not serious about its store brands from a marketing perspective and uses them simply to leverage improved pricing from suppliers.

In this case, it looks like Walmart is proving pundits wrong, presenting an advertisement that shows the cumulative power of its Great Value brand.

For more on some of Great Value’s marketing initiatives, see ”Walmart.com Features Great Value at Grocery Beta Site.”

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Keywords: , business, companies, food and beverage, industry, markets

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