In-Store Brand Video: Bakery

After successfully launching Deli screens at Walmart, we set our sights on the next tasty opportunity: activating the Bakery with branded video. Though we were able to leverage what we learned from our prior video-screen adventure, we faced several new challenges due to seasonal timing and non-traditional bakery advertisers.

Holiday Versioning with Cool Whip

As we started Cool Whip, we faced a bit of a timing issue: the brand wanted Christmas, but the content was set to run pre-Thanksgiving and into the new year. Our solution? Engineer variances in the video where select elements and messaging could be easily switched out for evergreen and seasonal versions.

Hallmark Advertising in the Bakery

Due to the success of our Deli videos, a wider range of brands showed interest in Bakery. This included Hallmark, our first non-food & beverage ads to use the screens in that space. For connective tissue with baked goods, we leaned into celebration—with separate focus toward special moments and holidays alike.

Going à la Mode with Breyers

Is it Breyers? Is it Dreyers? Or is it all just a case of Mandela effect? All jokes aside, our Breyers videos were as simple as selling ice cream. The only real issue was an extreme limitation of available brand assets—but this is where a light concept can help transform something basic into a kaleidoscope of fun~

American Greetings and a Font Called Bogle

A core requirement for brands advertising in Walmart is that they must adhere to the retailer’s brand font for on-screen messaging—Bogle at the time. This can occasionally clash with many brands’ styles—but fortunately, it gelled well with American Greetings’ adolescent lean for this particular activation.