The client:

Walmart is the world’s largest retailer, largest grocer and largest employer. And with 11,500 stores generating almost $500 billion in sales last year, the company’s accessibility and sheer size have – understandably – come to define its global brand.

The challenge:

Recognizing that South Florida is full of cultural and political nuance, Walmart is faced with the same challenge that confronts many international brands: how to compel consumers and influencers to look beyond size.

The solution:

Our media relations and public affairs campaign has taken a hyperlocal approach to strengthening Walmart’s South Florida brand by focusing on community and economic impact one neighborhood at a time, creating partnerships with nonprofits, winning the support of elected officials, and telling the company’s story in an array of languages.

Since our launch, Walmart has enjoyed growth in the region’s culturally-diverse communities, grown market share in the all-important grocery segment, unveiled new technologies in the market and bolstered its reputation as a responsible corporate citizen.


  • More than 40 new Walmart locations have opened in South Florida, including the company’s first store in the City of Miami
  • Miami is home to two of Walmart’s top performing U.S. stores, in Doral and Hialeah
  • More than 95% of the media’s coverage has been positive in tone, with the company’s underlying message of access and affordability pervasive throughout
  • Targeted media coverage in Spanish-language and Haitian-American media

Walmart has grown its grocery market share by 50% through store expansions and new Neighborhood Markets