Walmart Private Brand Guest Stars in TV Movie

Bentonville, Arkansas based Walmart and Procter & Gamble continued their partnership on “family friendly” entertainment this month with a third made-for-TV movie. A Walk in My Shoes aired December. 3 on NBC. This is the third film to be produced by the Association of National Advertisers’ Alliance for Family Entertainment, for which P&G and Walmart serve as co-chairs. The first two family friendly and mediocre films included: Secrets of the Mountain and The Jensen Project, aired earlier this year.

A co-branded “Family Movie Night” website and emails to registered consumers promoted the film’s premiere.

Once again Walmarts ever-present Private Brand Great Value received liberal product placement throughout the night as well as numerous Walmart reusable shopping bags and P&G products.

The Private Brand movie will be available exclusively at Walmart on December 4.



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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.