Walton Goggins Fronts Walmart’s Mission to Expand Your Shopping Perception
Walmart has been a mainstay in American retail for years. Still, with its newly launched “Walmart. Who Knew?” campaign, the company is reintroducing itself in a way that may surprise even its most loyal customers.
The campaign, which launched on June 9, 2025, challenges people’s old perceptions of Walmart and highlights how the retailer has transformed over the years. With Walton Goggins as the face of this mission, the campaign aims to prove that there’s more to Walmart than meets the eye.
Why Walton Goggins?
Walmart made a smart move by selecting Walton Goggins to lead the “Who Knew?” campaign. Known for his iconic roles in The Shield, Justified, and The Righteous Gemstones, Goggins has earned a reputation for capturing a wide range of emotions and bringing a unique charisma to his roles.
He’s a household name, particularly following his recent success on The White Lotus, and is regarded as a talented actor with charm and appeal.
What is Walmart’s New Campaign All About?
The “Walmart. Who Knew?” campaign goes beyond simply informing customers about Walmart’s new offerings; it invites them to view the retailer from a fresh perspective. With significant changes over recent years, the campaign is crafted to showcase these updates to the public, aiming to surprise customers with the modern services and features Walmart now provides.
Despite 90% of Americans living within 10 miles of a Walmart, many are still unaware of the retailer’s changes. With the “Who Knew?” campaign, Walmart seeks to challenge these old assumptions by introducing new offerings that many people might not realize are available.
Key Highlights of Walmart’s New Offerings
Walmart’s “Who Knew?” campaign introduces a series of innovations that are reshaping the way people shop. Here are just a few highlights:
1. Express Delivery Direct to Your Door
Walmart’s Express Delivery service allows customers to receive their orders in as little as one hour. This rapid delivery service is perfect for those who need items quickly and don’t have the time to visit the store in person. Whether you need groceries, electronics, or household items, Walmart’s Express Delivery has you covered.
2. Expanded Online Marketplace
Walmart’s online marketplace has grown exponentially, now featuring over half a billion items available for purchase. This vast selection is available through Walmart’s website and mobile app, making it easier than ever for consumers to shop from the comfort of their own homes.
3. Enhanced Walmart+ Membership
Walmart’s subscription service, Walmart+, has been upgraded to offer more benefits. Customers can now enjoy free delivery on a wide variety of products, far beyond just groceries. This expansion makes Walmart+ a much more attractive option for frequent shoppers who want to save on delivery fees and enjoy exclusive perks.
The Commercials: Walton Goggins in Action
The commercials for Walmart’s “Who Knew?” campaign feature Walton Goggins in a series of hilarious and unexpected scenarios. Goggins is seen in a sauna, on a bear hunt, and even breaking up a bar fight, all to emphasize that Walmart has something for every situation. This whimsical approach helps convey the message that no matter what you’re looking for, Walmart has it.
The campaign’s sonic identity is also worth highlighting. The commercials feature classic songs such as The Who’s “Who Are You?” and Ricardo Arjona’s “Quien Diría,” which reinforce the core theme of “Who knew?” These familiar tracks add an extra element of recognition and enjoyment, making the ads more memorable for viewers.
How This Campaign Benefits Walmart and E-commerce Brands
For Walmart, this campaign is about more than just rebranding; it’s about ensuring customers understand that the retailer has adapted to the times. With the rise of online shopping and changing consumer preferences, Walmart must demonstrate its ability to keep up with these shifts. The “Who Knew?” campaign helps Walmart convey this message, while Goggins’ presence adds credibility and appeal to the campaign.
The expanded Walmart Marketplace is a key opportunity for e-commerce brands. As Walmart ramps up its marketing efforts with campaigns like “Who Knew?” businesses should take advantage of the platform to reach millions of potential buyers. By listing products on Walmart’s Marketplace, e-commerce brands can tap into a vast customer base and gain exposure to Walmart shoppers who may not have considered them before.
Final Thoughts: A New Chapter for Walmart
Walmart’s “Who Knew?” campaign marks a positive shift for the brand. By tapping into Walton Goggins’ charm and showcasing its updated offerings, Walmart is successfully reshaping how customers perceive the brand. As more people discover the modern services and products Walmart has to offer, it’s clear that the company is ready to embrace the future of retail.