Wal-Mart: We Care!

Wal-Mart Stores Inc. (Bentonville, Ark.) has introduced a marketing campaign that closely resembles the television advertisements used by political candidates.

In an experimental ad program in Omaha, Neb., and Tucson, Ariz., that is eventually to be seen across the country, the retailer began broadcasting two television spots that, in unusually detailed terms, trumpet its health care plans, charitable contributions and positive impact on the American economy.

“Our low prices save the average working family $2300 a year,” says the narrator of one ad. “Which buys a lot of things — and a whole lot of freedom.”

One of the new spots begins with an image of Sam Walton’s first five-and-dime store. “It all began with a big dream in a small town,” says the narrator, “Sam Walton’s dream.” Later, the narrator ticks off a list of Wal-Mart’s benefits: “Last year alone, Wal-Mart created tens of thousands of new American jobs — many in areas where they’re needed most. And we offer eligible associates health insurance for less than a dollar a day.”

In the past, Wal-Mart has rebutted its critics in the media but presented itself in its ads, and other marketing aimed at consumers, as untroubled by any image problems, featuring a yellow smiley face and blue-smocked employees.

Robert McAdam, Wal-Mart’s vp, corporate affairs, said the new ads were not a response to attacks by senior Democrats like Sen. Joseph Biden (Del.) and Sen. Evan Bayh (Ind.) but, rather, an effort to “clear up” what he called inaccurate perceptions. “There is a lot of misunderstanding about what we do in health care,” he said. “It has been troubling that we cannot get our message out. [T]hese ads are more direct than anything we have done before.”

Wal-Mart has long been under attack by unions and civic groups. But more recently, national politicians – especially Democratic presidential contenders – have seized on the company as a symbol of substandard pay and health insurance.

In the last year, the company has expanded health care coverage to the children of part-time workers, has committed to sweeping reductions in energy use and has promised to work with competing retailers in urban areas where it builds stores.

The ads also reflect the influence of Edelman, the Chicago public relations firm Wal-Mart has hired to rehabilitate its image. The firm has assigned former political operatives to develop a public relations strategy for the retailer, including a rapid-response war room and a blog that attacks its union-backed critics, like WakeUpWalmart.com. Blue Worldwide, a division of Edelman, created the ads.