Only a day after writing about the latest YouTube video from Walmart featuring it’s premium private brand dog food Pure Balance, I discover this ode to their Marketside Butcher private brand steaks. The 3:07-minute wordless video leads with the title Walmart Private Brands and features an anonymous hipster preparing, resting and eating a steak in brick clad pro kitchen.

This is a great use of YouTube, smart and wry with a knowing sense of humor that implies a confidence in both its brand and its product.

This is not your grandpa’s Walmart or your grandma’s private label.

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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.