Walmart Stays on 'Track'

Walmart reprised its "Get Back on Track" New Year's marketing program for a 2013 flight spanning custom packaging and displays, ads on the in-store Smart Network, TV spots, circular features, email blasts and other digital activity.Among the collaborative highlights, Kellogg Co. added the campaign's logo to packaging for multiple SKUs of low-calorie Special K cereal. Stocked in-line and on pallet displays, the packaging also touted a chance to earn Walmart gift cards through the "Kellogg's Family Rewards" loyalty program. (See "Kellogg 'Start Your Day' FSI" in Related Promotional Activity.) In some stores, gondola's merchandising Special K and other brands were outfitted with both "Get Back on Track" and "Game Time" headers. (See "Walmart Hosts …" in Related Articles.)General Mills got in on the action by putting the Get Back on Track logo on special two-box SKUs of Cheerios and other cereal brands.In the frozen department, side panels bearing the logo spotlighted Nestlé's Lean Cuisine, Smart Ones and Skinny Cow as "Better Choices for Better Living." Elsewhere, Atkins Nutritionals' Atkins provided custom shelf trays directing shoppers to atkins.com/walmartkit to order a free "quick-start kit" that includes three cereal bars. The trays were positioned on Smart Network endcaps. Other brands securing themed Smart Network placement included Special K, Skinny Cow, Smart Ones and Dannon Co.'s Activia Light.Supporting circular activity included the front pages of Jan. 2 and Jan. 9 tabs as well as a dedicated four-page circular that dropped on Jan. 20. Among the feature activity, Walmart:introduced Weight Watchers International's "360" weight-loss program with a QR code linking to the brand's website.promised a $10 mail-in rebate on the combined purchase of GlaxoSmithKline's Nicorette or NicoDerm CQ and a premium membership in the manufacturer's QuitNet program. (See "GSK Walmart ...")spotlighted its own "Great For You" labeling system. (See "Walmart Joins …")Walmart also gave timely attention to Great For You with a Smart Network ad and produce displays. (See Related Images at right.)Online, the Get Back on Track logo appeared throughout walmart.com, including in seasonal "Healthy Living" and "Storage & Organization" destination areas. The site's home page leaderboard ad was devoted to the campaign at the start of January.Meanwhile, 15-second national and regional TV spots plugged Weight Watchers-endorsed products such as Mills' Green Giant and Yoplait. Co-equity FSI activity from Mondelez International's Belvita and Kimberly-Clark also supported. (See Related Promotional Activity below.)Among additional in-store activity presenting a more general New Year's theme were:dump bins from Colgate-Palmolive that bore Walmart's spark logo and spotlighted brands including Irish Spring, Speed Stick, Softsoap and Colgate under the message, "We're making resolutions easier to keep."Multi-brand pallet displays cross-merchandising Special K and other health and weight-loss brands. (See Related Images.)Four-way signs for GE Smart Energy CFL bulbs encouraging shoppers to "check two resolutions off your list" by using the product to save money on both energy and bulb replacement.

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