Ad Age reported this past week that Walmart has selected West Coast shop Publicis & Hal Riney to refresh the retailer’s Great Value brand. This is a topic that I have written about on many occasions and watching for with much anticipation. The San Francisco-based agency won the assignment after a extensive search. Publicis & Hal Riney will provide creative and strategic ideas on Great Value, Walmart’s wide-ranging house brand. Given that it has been widely reported that Walmart would relaunch in the first quarter and most recently in the second quarter this selection is either late in the game or the relaunch will be pushed further out.
Publicis & Hal Riney are best known for their award-winning work on Saturn automobiles and HP. Other notable campaigns have been for Sprint, Perrier, Alamo Rent A Car, Henry Weinhard, E & J Gallo Winery (specifically Bartles & Jaymes). I have no idea who the other agencies in consideration were but it is interesting to note that a old school ad agency was selected instead of one of the famous or infamous boutique branding agencies: Siegal & Gale, Landor, Wolf Olins, Interbrand, or Addison Whitney.
It will be interesting to see if the agency that created Bartles and Jaymes so many years ago will help create a current and relevant brand from the label that is Great Value.
Check out these old commercials.