How Walmart is deploying the Grinch to boost holiday marketing

"Walmart's Dr. Seuss-themed holiday marketing is getting a boost from the Grinch as the effort enters its second phase ahead of Black Friday, per details shared with Marketing Dive. The big-box store previously teased appearances from the infamous green grump, and on Monday announced Walton Goggins will be filling his shoes for the "WhoKnewVille" campaign. Goggins, who makes his on-screen debut as the Grinch in a new social video, previously led spots launching Walmart's larger "Who Knew?" platform focused on changing perceptions of the retailer."

"Putting Goggins in a starring seasonal role not only builds on the existing equity of "Who Knew?, but also responds to social media chatter among fans who view the "White Lotus" actor - known for portraying mischievous characters - as an ideal fit for the part. "WhoKnewVille" extends Walmart's strategy of orienting more of its holiday advertising around pop culture touchstones to drive relevance while highlighting services like its mobile app and membership program Walmart+."

""The notion of nostalgia obviously helps us appeal to the customer in a more emotional way, but it also allows us to do a lot of the strategy and business-driving components of the work that we need to do," said David Hartman, vice president of creative at Walmart. Hartman added that recognizable figures like the Grinch "help [Walmart] open the door of attention for our customers" during a crowded period for retail marketing."

"Goggin's snarky take on the Grinch takes the reins in a long-form ad that is running as a YouTube masthead and will appear in shorter cutdowns. In the brand film, "WhoKnewVille" protagonist Mindy Lou Who scales Mt. Crumpit in search of a partner who can raise awareness for Walmart's Black Friday deals. The Grinch takes some convincing, but the pair, accompanied by dog sidekick Max, eventually descend on the titular town of"

Walmart has entered the second phase of a Dr. Seuss-themed holiday marketing push with Walton Goggins portraying the Grinch in the "WhoKnewVille" campaign. The move builds on the retailer's broader "Who Knew?" platform aimed at changing perceptions and responds to social media chatter that cast Goggins as a fitting choice. The campaign uses pop-culture nostalgia to drive emotional appeal while promoting Walmart's mobile app and Walmart+ membership. David Hartman, vice president of creative, said nostalgia enables emotional connection and supports strategic business goals, and that recognizable figures help capture customer attention. The campaign includes a long-form brand film running as a YouTube masthead plus shorter cutdowns, featuring Mindy Lou Who, Mt. Crumpit, the Grinch and dog Max to highlight Black Friday deals.

Read at Marketing Dive