Wal-Mart readies multicultural campaign
By Adnews Staff
Wal-Mart Canada of Mississauga is about to release a new television advertising campaign which takes as its creative theme the cultural diversity of Canada. The campaign, produced by Publicis Canada of Toronto, consists of six commercials featuring Wal-Mart customers of Cantonese, Mandarin, Southeast Asian, Italian, Spanish and Portuguese origin. According to the company, these groups represent the top percentages of mother tongues for cities and provinces in Canada. "Created to communicate real stories to Wal-Mart's diverse customers in their own language, the spots not only feature real people describing their shopping experiences at Wal-Mart, but also reflect cultural diversity through highlighting different aspects of life within each community," said Duncan Bruce, executive creative director at Publicis. "Recognizing that Canada is a multicultural country, our communications reflect both our customer base and our country's population base. We expect the strategy to resonate well," said Lou Puim, director of marketing at Wal-Mart Canada. The media buy will concentrate on local market stations, particularly in Toronto, Vancouver, Edmonton and Calgary. The ads will also air on Italian- and Portuguese-language stations nationally. Media buying was handled by ZenithOptimedia.