Walmart
EDLP 2025
Case Study: Everyday Low Prices 2025 campaign for Walmart Canada.
Overview: The Everyday Low Prices (EDLP) 2025 campaign for Walmart Canada marked a foundational shift, not just in messaging, but in how the brand would show up across environments.
Historically, Walmart’s strength in in-store TV and OLV ensured high brand linkage. As the brand expanded further into out-of-store environments, the challenge became clear: How to maintain (and scale) that same level of recognition and trust where contextual cues were no longer guaranteed.
This campaign became the starting point for a year-long exploration of brand cues, redefining how Walmart could build consistent, ownable creative across all channels.
Objective: Build trust and consistency by reinforcing Walmart’s commitment to Everyday Low Prices, while maintaining strong brand linkage across both in-store and out-of-store environments.
Creative Strategy:
“Reinforce EDLP through intentional, repeatable brand cues.”
Rather than relying solely on messaging, the strategy focused on embedding the brand directly into the creative system.
This included:
Introducing structured brand cue moments at the beginning and end of every asset
Expanding the use of Walmart blue and yellow through: Set design and décor, Wardrobe styling, Newly developed, custom Walmart bags created specifically for campaign visibility
The goal was to create a recognizable rhythm of branding—ensuring Walmart was unmistakable, regardless of channel or context.
In-Store TV & OLV
Achieved record-breaking recall, marking the highest EDLP performance to date
Surpassed both internal benchmarks and Ipsos norms
Improved TV recall and brand linkage nationwide, despite a shorter media run
Campaign exposure drove meaningful lifts in brand perception
Results:
Out-of-Store TV & OLV
Express Delivery — Winter 2025
TV recall reached normative levels, with strong brand linkage
One of the highest-performing first-time out-of-store creatives
Breakthrough driven by distinctive creative techniques, including brand cues placed at specific times
Outdoor Ready — Spring 2025
Expanded Walmart’s appeal beyond its existing customer base
TV recall and brand linkage met norms, supported by more prominent and consistent brand cues
Campaign delivered 239 million impressions among adults 35+
OLV performance showed a direct correlation between strong brand cues and higher recall, outperforming assets with fewer cues
This apparel OLV asset wasn’t just executed as part of the campaign—it served as a test case to validate how embedded brand cues directly influence recall and brand linkage across out-of-store environments.
Impact: The EDLP 2025 campaign proved that brand linkage can be engineered—not left to chance.
By systematically embedding brand cues into the creative, Walmart successfully:
Maintained strong recall outside of its traditional in-store advantage
Built a repeatable framework for future campaigns
Strengthened trust through consistent, recognizable brand presence
This work laid the foundation for a scalable brand system that extended well beyond a single campaign.