Walmart Private Brands & The Jensen Project

A screen capture from the Jensen Project featuring a Great Value product placement
Walmart continues to promote its Private Brands in unexpected and exciting ways, this time with the Family Movie Night Promotion. They have teamed the nation brand manufacturer P&G to sponsor the high-tech, family action adventure TV movie The Jensen Project which will air July 16th, 8/7central, on NBC.This is a true integrated promotion that does an excellent job of integrating both National Brands and Private Brands to build a compelling offer and it is everywhere, TV, web, print you name it. The promotion features the Marketside Fresh Pizza along with three other national brand products all for $10.

More exciting is the brand/product placement in the trailer, the mom is eating Great Value yogurt. It will be interesting to see how integrated Walmart’s Private Brands are into the production.



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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.