Walmart promotes shopping carts from Barbie, Becky G and Patrick Mahomes

Walmart is letting customers buy from shopping carts assembled by Kansas City Chiefs quarterback Patrick Mahomes, multi-platinum recording artist Becky G and fictional celebrity Barbie as part of a new “Welcome to Your Walmart” campaign. Check out the latest Ad Age events and award programs The shopping cart effort takes a considerably deeper dive than most celebrity endorsements, as it includes long-form, two-minute-plus looks into the family lives and hobbies of Mahomes and Becky G to explain items they’ve dropped into their carts. Barbie, of course, has a shopping cart heavy with Mattel accessories. The Walmart campaign features the doll, not the live-action movie version played by Margot Robbie in the film to be released July 21. But cinema advertising around the film’s release is part of the media plan, said Casey Schlaybaugh, VP of brand strategy and marketing for Walmart. Read more: Barbie among Ad Age's Hottest Brands in America The campaign, developed with Publicis Groupe creative and media shops, also includes TV, digital and paid and organic social support. It will extend into the upcoming NFL season, where Walmart has had a substantial media presence and Mahomes is a ubiquitous commercial presence in addition to being one of the game’s top stars. See Patrick Mahomes star in this Coors Light ad Becky G (Rebecca Marie Gomez) brings her 37 million Instagram followers to the campaign, even before starting her first concert tour as a headliner this fall. She’ll also be part of a livestream shopping event July 25 at 7 p.m. ET on Walmart.com/live and the retailer’s Facebook page. Walmart shoppers can find the celebrity shopping carts—and choose what to buy from them at Walmart.com or on the retailer’s app. Mahomes' Walmart vignette features his golf game, ping pong and outdoor activities (including a bubble machine and sunglasses). Becky G discusses why she carries a “mom bag” (available at Walmart) even if she isn’t a mom. The concept has legs to bring in other celebrity shoppers over time, which is part of the appeal, Schlaybaugh said. Celebrities and entertainment sell Walmart merchandise pretty readily, sometimes accidentally, as was the case when a $7 boys shirt worn by Kieran Culkin (as Roman Roy) on the finale of “Succession” in May sold out almost instantly on Walmart.com as the show aired. The retailer also has assembled a growing array of exclusive merchandise backed by celebrities ranging from Drew Barrymore (Flower Beauty and Beautiful housewares), John Legend (Loved01), Kevin Hart (VitaHustle vegan protein powder) and Chris Evans (limited edition Jinx dog treats box). But the idea here is really to point out Walmart’s versatility. “This was really born out of the idea that Walmart is the store that has the thing for you, however you need it,” Schlaybaugh said. “So this might mean a few taps on Walmart’s app to pick up water balloons for the whole neighborhood or have supplies delivered in time for that bonfire, or floaties for the pool.” Items in the celebrity shopping carts (well, with the exception of Barbie’s) really were curated by the celebrities, Schlaybaugh said. “Patrick has these amazing stories of going to Walmart as a child,” Schlaybaugh said. “And Becky, when she is on tour, has the ability to make it feel like home and get the things she needs [at Walmarts] while she’s on the road.”

Walmart promotes shopping carts from Barbie, Becky G and Patrick Mahomes

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