Gen Z holds nearly $2.7 trillion in global spending power. But today, they’re hard to reach and harder to win over. This digital-first generation shops differently, expects instant gratification, and defines value beyond price.
Long known for low prices, Walmart was already delivering that broader definition of value—Gen Z just didn’t realize it yet. Tasked with driving reappraisal among this audience, Walmart set out to prove it can deliver what this next generation of digital shoppers need and love, ultimately, shortening the distance between inspiration and commerce.
To do this well, Walmart needed to make a statement. So, they used the power of experiential to bring to life the brand’s latest campaign “Who Knew?” to directly challenge what people think they knew about the brand and surgically meet Gen Z where they were, especially in markets where Walmart stores aren’t typically located.
Leveraging one of retail’s most recognizable symbols, the delivery truck, Walmart delivered an experiential campaign that met Gen Z where they are, while challenging what people think they know about the brand. While others chased macro trends, Walmart tapped into Gen Z’s micro-cultures, delivering on their unique needs and wants, no matter how specific.
Introducing Walmart Delivers: an experiential tour comprised of five trucks inspired by five of Gen Z’s most trending obsessions, and each transformed into a head-turning, shoppable experience. The tour traveled over 33,000 miles, making 21 stops across 9 markets—NYC, LA, Chicago, Tampa, Phoenix, Atlanta, Dallas, Houston, and Philadelphia—appearing everywhere from K-pop and country concerts to gaming conventions, marathons, and city parks.
Each 25-foot truck unfolded into a 1,500-square-foot interactive experience:
Walmart delivered on Gen Z’s calendar
The fleet traveled over 33,000 miles to make 21 stops across 9 target markets: NYC, LA, Chicago, Tampa, Phoenix, Atlanta, Dallas, Houston, and Philadelphia. Within each market, Walmart handpicked locations and existing events to meet audiences where their passions peaked, from country music’s and K-pop’s biggest summer tours with (Teddy Swims and BABYMONSTER), to the largest fan convention in North America: New York Comic-Con.
Walmart also created its own moments, partnering with outdoor nonprofit “Usal Project” to activate city parks like Central Park in NYC and Hermann Park in Chicago with a day-long schedule of free in-park programming that extended the in-truck experience.
Walmart delivered on Gen Z’s wishlists
See it. Scan it. Shop it. The tour showcased Walmart’s vast assortment of over 294 product SKUs across 15 categories through curated product displays and giveaway kits. Each QR-code enabled experience was mirrored online through bespoke shoppable pages on Walmart.com and the Walmart app, so every product seen IRL could be bought instantly with a scan.
Walmart delivered on Gen Z’s feed
Walmart built hype before the trucks even launched, debuting the campaign with a social teaser of the fleet taking a hype lap through New York City. Across the tour, Walmart recruited over 20 influencers, including K-pop phenom IZNA and fitness creator CJ Kirwan, generating over 105 pieces of content from on-site promotions to social recaps.
Walmart delivered on the dotcom
A dedicated microsite extended the tour online, connecting each truck, product edit, and stop into one digital destination, allowing fans to see where Walmart Delivers was pulling up next and the different ways in which they could engage with the tour.
From July to November 2025, the tour reintroduced Walmart as the brand that gets it and can deliver on what Gen Z loves. Each stop transformed the brand’s vast assortment into interactive ways to play, create, and shop by driving brand reappraisal, meaningful connection, and consideration with the next generation of digital shoppers.
Results include:
