Trubar Raises Bar With Walmart Connect Campaign
Digital-native protein bar brand Trubar partnered with Walmart Connect to support the launch of its products in Walmart stores, combining digital advertising and in-store activations to boost awareness and trial in a competitive category.
From November 2024 through March 2025, Trubar activated an omnichannel campaign spanning Walmart’s website, app and stores. The brand ran automatic sponsored products campaigns to surface top-performing search keywords (generic, competitor and branded), which it later built into manual campaigns.
Trubar then used “eye-catching” sponsored video ads to showcase product benefits/ingredients and differentiate in a crowded marketplace, according to a Walmart Connect case study.
To extend its reach in physical stores, Trubar coupled digital tactics with in-store demos and Pickup & Delivery sampling. Across 667 Walmart locations, the brand distributed 77,000 samples to encourage trial and influence purchase decisions.
The Results
According to Walmart Connect, the campaign generated 5 million impressions, sold 17,000 units through sponsored products and achieved a 60.5% new-to-brand order rate with sponsored videos.
The case study was highlighted at Walmart Marketplace’s recent “Let’s Grow! 2025 Seller Summit” in San Diego on Aug. 27, where Trubar also received the inaugural Walmart Connect Award for Outstanding Marketing.
Speaking at the event, Natasha Port, Trubar’s vice president of global marketing, underscored the importance of adopting a full-funnel, year-round strategy. She noted that partnering with a campaign management provider through the Walmart Connect Partner Network helped the brand segment campaigns by objective and track insights into new-to-brand metrics and share of voice more effectively, per a recap blog post from the retailer.
Port added that this partnership allowed the brand to break free from a "short-term ROAS obsession" and build a full-funnel strategy that created a pipeline of new customers and led to “record-breaking months.”
