Walmart+ membership program taps Bravo's Andy Cohen for new campaign

Walmart is teaming up with Bravo TV host, radio personality and author Andy Cohen to help consumers keep their New Year’s resolutions. 

The retail giant’s paid membership program, Walmart+, has launched a campaign starring Cohen that coincides with National Quitter’s Day, the second Friday of the new year when many people typically drop the ball on their New Year’s resolutions. 

The “Save Your Resolutions” campaign is centered around an ad spot that shows Cohen with consumers at the moment they give up on their new resolutions, such as playing tennis. It references how membership in Walmart+ can help consumers save money and make good on their resolutions.

The campaign also includes Cohen teaming up with social influencers to encourage people to stay true to their goals during the month. The resolution-saving content can be viewed throughout January on the Bravo Network, TikTok, YouTube, Meta, Pandora and other platforms.

"As someone who has always held a special place for New Year's resolutions in my heart, I'm thrilled to partner with Walmart+ to share the tools and encouragement needed for a successful year ahead,” said Cohen, who co-hosted CNN’s “New Year’s Eve Live” with Anderson Cooper. “It's not just about setting goals – it's about the journey of self-improvement and the joy of realizing your aspirations. Together with Walmart+, we can make it our best year yet!”

As part of the campaign, Walmart+ is adding a money-saving incentive with a sign-up offer. Customers who enroll in an annual Walmart+ membership through Jan. 31 will receive $50 in Walmart Cash deposited directly into their digital wallet in the Walmart app. The cash can be instantly redeemed on almost all in-store or online Walmart purchases to help members stick to their goals. Walmart+ is $98 a year.

“Walmart+ is more than just a membership; it's the perfect way to help make life easier and more affordable all year long,” said Venessa Yates, senior VP and general manager of Walmart+. “Walmart+ is your ticket to help you achieve your goals, whether it’s saving money, traveling more often, boosting your healthy lifestyle or the gift of free time.”