Walmart has been adding ingredients from around the world to its grocery aisles. To promote its ethnic food varieties, the retailer crafted a campaign around the Sikh festival Vaisakhi. Ads featured recipes for traditional dishes that used ingredients found at Walmart and which were woven into stories about family traditions. Print, radio and online ads spoke about how a recipe could be eaten with “cousin-brothers” and required milk, ghee and sugar. Foot traffic increased and benchmarks were surpassed eight-fold.

Audio:

75937 – Vaisakhi – RADIO – Savoury

75937 – Vaisakhi – RADIO – Sweet