Walmart Launches Holiday Campaign With The Muppets
The retailer unveils a long-form video featuring Walton Goggins and Muppet characters to kick off the holiday shopping season.
Updated on Oct. 26, 2026 in Retail
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Does a retailer's holiday marketing campaign make you more likely to shop there this season?
Walmart has debuted its new holiday marketing campaign featuring characters from The Muppet Christmas Carol and actor Walton Goggins. The campaign aims to unify the company's brand messaging while highlighting its rapid delivery services.
Why it matters
The retailer intends to dispel lingering misperceptions about its brand and position itself as a style-forward destination for higher-income shoppers. This strategy builds on the existing 'Who Knew?' brand platform first launched last year.
Walmart reported fiscal Q2 total revenue of $187.9 billion, representing 5.9 percent growth. E-commerce sales grew 24 percent year over year and now account for nearly one-quarter of all U.S. sales.
The players
Walton Goggins
He is an American actor appearing in the new Walmart holiday campaign as the character Ebenezer Scrooge.
The Muppets
This ensemble cast of puppet characters, known for their appearance in The Muppet Christmas Carol, serves as the central theme for the new campaign.
Stephanie Beatriz
She is an actor and performer who plays the role of Scrooge's niece in the retailer's latest marketing effort.
Publicis Groupe
This global communications group utilized its agencies to create and execute the multi-channel holiday campaign for the retailer.
The details
The campaign features Kermit the Frog, Miss Piggy, and Pepe the King Prawn, with actor Stephanie Beatriz playing Scrooge's niece. It emphasizes the retailer's Express Delivery service, which promises product arrivals in 30 minutes or less.
Timeline
Last year, Walmart launched the 'Who Knew?' brand platform.
Last week, Walmart teased the new holiday campaign in a social video.
October 26, 2026, marks the debut of the long-form campaign video.
Early November is when Target begins ramping up its own holiday marketing.
November 13 is the scheduled release date for the Ebenezer film in theaters.
Market Landscape
The campaign extends the retailer's Who Knew? brand platform as it competes to capture a larger share of the projected 10 percent increase in holiday spending. This move positions the company to aggressively challenge department stores and specialty retailers for higher-income consumers.
Shoppers can expect a heavy emphasis on 30-minute Express Delivery options throughout the holiday season. The brand's focus on style-forward offerings may provide customers with more product variety compared to traditional big-box inventory.
The takeaway
Retailers are increasingly leveraging high-profile intellectual property to stay competitive during the critical holiday shopping window. Consumers should watch for a shift in marketing tone as big-box stores continue to pivot toward more premium brand positioning.
What happens next
Walmart plans to release additional videos and social content throughout Q4 to support the campaign.
Further reading
For more information on the current landscape, visit the Retail section.
Live Poll
Does a retailer's holiday marketing campaign make you more likely to shop there this season?
