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Walmart’s chief marketer breaks down retailer’s Muppet-fueled holiday campaign

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Walmart’s chief marketer breaks down retailer’s Muppet-fueled holiday campaign

“A Who Knew Carol” reworks the Muppet’s 1992 take on a Charles Dickens classic to spotlight product assortment, deals and express delivery offerings.

Walmart is reworking an iconic piece of pop culture history to bolster its holiday marketing and a “Who Knew?” brand platform starring Walton Goggins. The goal is to offer a unified marketing push with multigenerational appeal throughout the crucial gift-giving season.

The retailer in the past ran separate campaigns around different legs of the holiday season, such as the ramp-up to Black Friday, but has leveraged “Who Knew?” to streamline its storytelling. “Who Knew?,” which launched last year, was developed to dispel misperceptions about the brand and position it as more style- and trend-forward as Walmart wins over higher-income shoppers.

“The holidays are an incredibly cluttered period of time from an advertising standpoint, and so the ability to break through is really important,” Walmart Chief Marketing Officer William White said in an interview with sister publication Marketing Dive. “Having one [theme], one campaign throughout the season allows a really quick read for customers to know it's Walmart.”

After transforming into classic Dr. ” He plays Ebenezer Scrooge, a character originally from Charles Dickens’ “A Christmas Carol,” alongside a cast of Muppets, including Kermit the Frog and Miss Piggy. ” fixture who plays Scrooge’s niece and will lead Spanish-language spots.



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