Bartles & Jaymes Redesigns Walmart's Great Value

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.




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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.