Walmart has teamed up with First Media’s food-focused brand So Yummy for an innovative new shoppable content campaign, centered on So Yummy’s new food competition show Unbox’d.
Debuting on May 17, 2021, the new 10-episode reality show will feature three top social media food influencers competing to create the best meal. The catch: they can use only the ingredients provided in a specially curated box and whatever additional products they can buy with a $10 Walmart gift card.
Each episode will end with the selection of a winner, and the recipe for the winning creation will then be shared and made fully shoppable by Walmart. The show will air on the So Yummy TV channel and via Facebook and other social platforms. Social viewers will have immediate access to the winning recipe and can shop directly for ingredients with Walmart. Television viewers can choose to have the shoppable recipes texted to their phones.
“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 and Influencer Marketing at Walmart in a statement. “We are excited to partner with First Media to bring entertaining, shoppable food content to customers in a fun, seamless way.”