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05/17/2021

Walmart turns on TV shopping partnership with So Yummy

Dan Berthiaume
Senior Editor, Technology
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Walmart is directly selling select food products on a popular food-focused television channel. 

The discount behemoth is launching a television and social shopping campaign on So Yummy TV. The campaign is focused on the So Yummy show, “Unbox’d.” (So Yummy TV, part of First Media, offers round-the-clock original food programming.) Walmart made its first foray into shoppable content with livestream events on the TikTok video platform in December 2020.

“Unbox’d,” which viewers can watch on the So Yummy TV network and on the brand’s social media platforms including Facebook, is a competition show where social media food influencers compete with ingredients provided in a specially curated box and whatever additional products they can buy with a $10 Walmart gift card. Each episode ends with the selection of a winner based on resourcefulness, culinary technique, and presentation. 

The recipe for the first-place creation is then shared via So Yummy, made fully shoppable by Walmart. TV viewers can also get the shoppable recipes, or any other item seen on the show, sent directly to their phones by connecting via text. A link with a fully-shoppable recipe will be delivered instantly.

In addition to being able to instantly purchase all ingredients necessary for a recipe they see on So Yummy TV, Facebook or Instagram, this new offering features a built-in savings maximization tool which works to ensure that the particular products added to a consumer’s shopping cart are in the appropriate size or quantity needed for the recipe, all at Walmart’s prices.

So Yummy’s recommendation engine also serves up additional recipes that use the same ingredients. No extra steps or downloads are need to interact with the experience. So Yummy will create, produce and distribute 10 episodes of “Unbox’d.” All of So Yummy’s new video content is shoppable from all platforms, leading directly to the Walmart e-commerce site. 

“Walmart is focused on meeting our customers where they are and we continue to create innovative ways to shorten the distance between inspiration and purchase,” said Sarah Henry, senior director of content & influencer marketing at Walmart. We are excited to partner with First Media to bring entertaining, shoppable food content to customers in a fun, seamless way.”

“Marrying the art of curated food content with the science of proprietary technology is in our DNA at So Yummy,” said Sharon Rechter, president of First Media, So Yummy’s parent company. “This campaign provides the buyer with one seamless action and journey, from content engagement to purchase, with no roadblocks. With our maximization feature, customers can not only automatically take advantage of Walmart’s low prices, but they will receive recommendations for additional recipes that use the same ingredients, saving them time, maximizing their budget, cutting down on food waste, and making life a little easier.”