Walmart was launching bettergoods, their largest private label food brand in 20 years. Customer tastes were evolving, and left unsatisfied with the lack of elevated, flavorful and diverse options at Walmart. Meanwhile, stores like Trader Joes, Aldi and Target were delivering on the more adventurous offerings they were craving…and seeing trending on social. 

With this launch, Walmart needed to gain a bit of foodie cred, as a place that’s not just about lower prices, but craveable flavors and options that get people talking. Walmart needed to break through with media and encourage trial of bettergoods with a wide audience of customers, especially Gen Z.

Bettergoods makes it better.

With Bettergoods, we made America’s bad meals better, one meal at a time – by bringing more flavorful, more adventurous, and more diverse options to your daily meals, so you no longer have to settle for less. 

From last night’s beige dinner to sad desk lunches, we “made better” trending meal moments to demonstrate that with bettergoods, no meal needs to be a letdown. Through social, influencer, and a media event, this campaign generated over 4k in earned stories, beating Target’s Good & Gather announcement by 3x, and increased likelihood to try by 57%.