In a profile-raising move, Sam’s Club is debuting its first Super Bowl commercial with the help of comedian and actor Kevin Hart, and his Laugh Out Loud Network.
The Walmart warehouse club division also is looking to expand its vendor lineup and vendor diversity with an event beginning now and culminating in a summit scheduled for April.
The ad highlights Sam’s Club’s “VIP-worthy” services and merchandise. As it is strategically focused on delivering convenience to its members through digitally-enabled shopping experiences, Sam’s is using the company’s airtime to highlight its Scan & Go app feature. The ad showcases Hart shopping under the assumption that he’s receiving a VIP experience because of his celebrity status as he uses a service available for members with the Sam’s Club app. The 30-second commercial will air at the two-minute warning in the fourth quarter.
Sam’s Club will carry the VIP theme into Super Bowl game day in an effort that will give consumers a chance to “score like a VIP” as the retailer put it, with details shared when the full ad is revealed in February.
“The timing was right for us,” said Tony Rogers, chief member officer, Sam’s Club, in announcing the Super Bowl ad drop. “Sam’s Club has had extraordinary momentum through our last reported quarter. In Q3, we recorded our seventh consecutive of double-digit comps and reported that membership is at an all-time high. It was time for us to highlight our brand on a bigger stage, and the biggest football game of the year gives us the perfect opportunity to reach an incredibly diverse audience of viewers.”
On the vendor side, Sam’s Club is holding an open call for private label and diverse suppliers through February 8.
On April 5, ECRM and Sam’s Club will host a Private Brand Supplier Summit with the goal of building partnerships and identifying premium, disruptive items across all categories in club and online, the retailer noted. Sam’s Private Brand team, along with its merchants, will meet potential new suppliers from those that answered the open call. The Sam’s Club group will explore potential supplier expertise and discuss new ways to surprise and delight members during the virtual summit on April 5, the retailer maintained.
All Sam’s Member’s Mark private label products must meet the Sam’s Club Standards for Suppliers, but the retailer also is interested in product manufacturing and environmental impact. Also, Sam’s wants to ensure it supports respectful workplaces and continues upholding high expectations for safety and quality, the retailer stated.
In addition, through its Supplier Inclusion Program, Sam’s Club is providing relevant companies the chance to participate in a Supplier Diversity Summit that will be part of its April 5 activities. Sam’s defines a diverse company as a privately held company that is 51% owned, managed, and controlled by a woman, minority, veteran, disabled veteran, a person with a disability or a member of the LGBTQ+ community. The focus of the diversity initiative is companies operating in the United States.
