Walmart has launched two 15-second television commercials to support its new 100-page glossy magazine, Live Better, which is available for free in its Supercentre locations in English Canada starting April 8.
The spots position the mom-focused magazine as a go-to guide for the latest in kids fashion, quick-and-easy meal options and other ideas for the home and garden.
“I think we’re at the stage in our brand where we’re really starting to engage our customers in a more emotional way and I think [the magazine] gives us the ability to have a deeper connection,” Emma Fox, Walmart Canada’s chief marketing officer told Marketing.
The magazine, which is written and produced by Rogers Media (which also owns Marketing) will be published six times a year with issues timed to coincide with key sales periods such as the holidays and the back-to-school period. A French-language version is slated for later this year.
Walmart and its agency partners, JWT Toronto and Mindshare Canada, developed both the concept and strategy for the publication.
For an in-depth look at Walmart’s Live Better magazine, check out the April 22 issue of Marketing.
