Seeking to extend the holiday shopping season an extra week, and to appeal to its Hispanic customers, Wal-Mart has launched a campaign surrounding Three Kings’ Day, a highly popular Holiday that celebrates the day that the three kings visited Christ.
The holiday is widely celebrated in Mexico and Puerto Rico, and involves the “Rosca de Reyes”—or “King’s Cake”— which includes a statuette of baby Jesus inside it.
The campaign’s creative was managed by Houston-based Lopez-Negrete Communications, and included an in-store promotion wherein actors dressed as the biblical characters roamed El Paso and Houston stores.
The print and online components ran from December 26th to Three King’s Day itself. which is January 6.
Milagros Cerda, Supervisor at Lopez-Negrete, said the purpose of the campaign was “really to show that Wal-Mart is there for your traditions. We understand the culture and want to be a part of that. It’s about more than selling the cakes.”
The campaign ran nationally, but was focused specifically in the major Hispanic markets, in line with Wal-Mart’s “store-of-the-community” approach, which stocks certain products to meet the tastes of the communities in which it is located.
Lopez Negrete is in charge of Wal-Mart creative while media buying is done by Starcom Media Vest Group. Newspaper advertising is also bought by Newspaper Services of America.
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