Walmart is doubling down on its digital grocery efforts with a splashy new campaign promoting Walmart Grocery Pickup, its click-and-collect service.
The campaign, which debuted during the Golden Globes award show, uses famous vehicles from film and television—including the Batmobile, the DeLorean from "Back to the Future" and Scooby Doo's Mystery Machine—to highlight the convenience and ease of buying online and picking up in-store (BOPUS).
But the marketing effort isn't limited to traditional linear TV. In a blog post, Walmart's CMO Barbara Messing wrote that it's cross-platform, with creative being spread across social media, online video, radio and in-store platforms.
The campaign comes as Walmart and Amazon continue to fight for supremacy in the US digital grocery space. A Deutsche Bank Securities report published in October predicted that, by the time 2018's sales were counted, Walmart would likely overtake Amazon as the largest digital grocery player in the US.
Similarly, data from The Retail Feedback Group shows that Walmart might hold a slight advantage over Amazon among consumers. The November 2018 survey of US digital grocery shoppers found that 33% had bought groceries from Walmart online within the past month, compared with 31% for Amazon.
Competition between Walmart and Amazon will only heat up in the near future, largely because digital grocery shopping is one of the few sectors where there is still significant room for growth.