Walmart Continues Private Brand Family Affair With P&G

Bentonville retail giant Walmart and CPG legend Procter & Gamble’s Family Movie Night initiative is celebrating it’s one year anniversary, and the companies plan to continue their partnership with the addition of five more family friendly movies in 2011. The Private Brand movies are exclusively sold at Walmart’s nationwide.

The latest film from the partnership is “Truth Be Told,” which aired April 16 on Fox, followed by “Field of Vision” on June 11 on NBC. Additional movies are scheduled to air on Aug. 6, Sept. 3 and in December on NBC. The fifth Family Movie Night installment, “Truth Be Told,” stars Candace Cameron Bure from the iconic TV show “Full House” and David James Elliott, best known as Captain Harmon “Harm” Rabb, Jr. on the hit TV series “JAG.”

The movie was also heavily promoted by both Walmart & P&G most notably through the use of Mommy bloggers who tagged posts with the following disclaimer, “I wrote this review while participating in a blog tour campaign by Mom Central Consulting on behalf of P&G and received a movie kit to facilitate my review and a gift code to thank me for taking the time to participate.”

“At Walmart, we’re committed to delivering more quality family entertainment options to parents across the country, and our Family Movie Night in partnership with P&G is an anchor to our broader program,” said Stephen Quinn, Walmart U.S. chief marketing officer. “Most importantly, it’s something we know our customers want. It’s also important to the growth of our business, and is one more way we can deliver on our promise to help our customers live better.”

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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.