• by Karl Greenberg , September 15, 2008

Walmart's new ad campaign, intended to tell Americans specifically how much they can save on groceries by shopping at the big-box store, is the first effort for the company that highlights combined packaged-goods savings at the store.

The campaign, via Alexandria, Va.-based The Martin Agency, says that shoppers spending $100 per week at a supermarket could save on average more than $700 a year by purchasing the same kind of packaged grocery products at Walmart.

A 15-second ad, running on network affiliates and cable stations this fall, shows a woman in front of a blue background behind a blue counter, comparing a bag of goods from a grocery store and the same items from Walmart (though unbagged). "Let's say you spent a hundred dollars a week at the grocery store on these kinds of items ... If you bought these kinds of items at Walmart you could save over $700 per year," the ad says. "What would you do with all that money?" Tag: "Save money. Live better."

The new spot reflects the results of a study from Lexington, Mass.-based Global Insight comparing Walmart prices to supermarkets. The Walmart-commissioned study, "A Cost Comparison of Shopping for Food Categories at Walmart and Other Grocery Stores," analyzes a year's worth of packaged grocery purchases from more than 100,000 households. It follows an earlier Global Insight study on Walmart's economic impact over 20 years through 2006. The company is showing the results of the studies and streaming the three spots at www.walmartstores.com/priceleadership.

Walmart spokesperson Melissa O'Brien says this is the first such campaign for the company. "As far as comparing savings, this is a first," she says. "There have been specific items for which we have ads showing their value, but this is different because not only does it continue efforts to tell the larger-value story, but it also tells moms about everyday low prices they can achieve over time, versus looking at today's sales, or coupon opportunities. It's to reaffirm that no matter what day customers come ... over a year you are going to save 700 [dollars] versus the average supermarket."

She said the full-year time frame is important because "it negates seasonal sales and the like. There's not a doubt that people know us as a place for saving money, but this gave us the opportunity to show with numbers what those savings could be."

The company is running two other value-themed ads, with the same creative theme and look. The first touts Sam's Choice Take 'n' Bake pizza versus delivery pizza. The other touts Walmart as a place to get everything you need for a party, including a new dress, versus having to drive from store to store. "Saving money, time and gas? Now that's something to celebrate," says the voiceover.

The company is also promoting the effort via ad circulars mailed to homes and available online, and a new Web page with savings tips: www.MakeYourDollarStretch.com and www.walmart.com/moneysavingmoms.

O'Brien says the company will use the ad platform for more efforts. "This a larger strategy for us, and it will continue," she says.