Walmart Evolves Great Value Design Strategy

Here is another installation of my thoughts and observations from this past weeks Private Brand Movement Conference in Chicago. In a last minute addition to the speaking roster Michael Ellgass the Director of Grocery Marketing, Walmart presented “Great Value Relaunch:  Connecting the Brand to Save Money, Live Better” The presentation was an engaging look at the ups and downs of the Great Value launch and growth over the last year. Mike was refreshing in his candor he frankly discussed the learning’s and mistakes of the relaunch of Great Value and presented the updated color guidelines that both brighten the stark white design and increase its shoppability. It is exciting to see a major retailer not only recognize their mistakes but adapt their go forward strategy.

Note in the slide above he also presented a sub brand of Great Value – Lean Cafe this addition to the strategy presents some interesting opportunities for Walmart to increase selection perception in the sea of Great Value.

Mike continued his candor in an extended question and answer session that included questions on both Sam’s Choice and World Table.



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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.