Wal-Mart’s begun the marketing push for its expansion into organic foods, and the campaign includes online components courtesy of Avenue A/Razorfish. Few details are available about the Web creative or media plan, but the offline executions “combine conversation and naturalistic, colorful images of food,” according to reports. The agency declined to share details of the Web campaign, citing competitive concerns.
The campaign’s tagline, “Introducing Organics at the Wal-Mart price” says it all, for better or worse.
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