Five Best Walmart Displays: Holiday 2019

Looking back at the seasonal displays spotted at Walmart throughout November and December, the following few from manufacturers including Procter & Gamble, Kraft Heinz Co. and Hershey Co. stood out from the rest:P&G earned secondary merchandising space for seasonal gift sets of personal care products on not one but a set of pallet displays at Walmart. Reflecting traditional gender roles, the manufacturer grouped sets from brands such as Old Spice and Gillette on a “Gift him with freshness” display employing a dark navy and red color scheme, while combining sets from brands including Olay, Herbal Essences and Gillette Venus on a separate “gift her with relaxation” display utilizing white and rose gold creative. Both displays depicted seasonal graphics and were shoppable from all four sides. Though the manufacturer in 2019 launched several exclusive brands at Walmart (see Related articles at right) with less traditional marketing messages, it continues to stick with a conventional treatment at the mass merchant for its core brands.Mondelez International gave its Nabisco snacks a stage on tall floorstands that Walmart united atop a pallet to form a four-sided display. Each of the floorstands were modeled after homes with warmly glowing windows, holiday decorations and snow-covered peaked rooftops complete with smoking chimneys. The messaging invited shoppers to “share your joy with us” and touted a national sweepstakes tying in to Netflix’s release of Klaus. The sweeps ran Oct. 15 to Dec. 31, 2019, and awarded a grand-prize $10,000 and over 1,000 additional instant-win prizes. HelloWorld, Southfield, MI, administered.Campbell Soup Co. commanded attention with a similar four-floorstand pallet display for its snack brands that also depicted smoking chimneys as part of a cozy home visual theme. Stocking brands including Pepperidge Farm and Archway, the manufacturer’s creative drew inspiration from traditional German homes, alluding to Christkindlesmarkt in Nuremberg, considered the first genuine Christmas market.Hershey Co. opted for a bright red chimney pallet display depicting candy canes as stocking stuffers for merchandising seasonal candy cane-shaped containers of Hershey’s and Reese’s confectionery. Hershey was the manufacturer deploying the most Christmas-themed displays at Walmart this season, according to Field Agent’s analysis.Kraft Heinz's Planters drew attention in Action Alley with a custom pallet display activating a brand partnership with celebrity chef Richard Blais, who created three holiday recipes to help Walmart shoppers “Crack the Holidays.” The display stocked mixed nuts and showed Blais alongside brand mascot Mr. Peanut. It also depicted a QR code (which are becoming increasingly prevalent in Walmart’s aisles) to link to the recipes. Side panels on the display encouraged shoppers to build bigger baskets by showing lists of ingredients for each of the three recipes: cashew pecan pie bars, holiday spiced cashews and crispy coconut cashew chicken skewers.Path to Purchase Institute members can click here to access the full image vault gallery of holiday images (in-store displays plus digital/print activity) at Walmart.

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