For Black History Month, Walmart launched “Spread The Love,” a social-first campaign celebrating Black legacy, family, and Black-owned brands. We brought together Boyz II Men and Wanmor—icons of R&B heritage and the next generation of harmony—to create a cross-platform storytelling experience rooted in joy, unity, and the cultural power of music. Through intimate digital films, short-form storytelling, and amplification across Instagram and TikTok, the campaign spotlighted the importance of uplifting Black-founded products and the families and stories behind them.
“Spread The Love” transformed Walmart’s presence during Black History Month from performative acknowledgment to cultural participation. By bridging heritage and youth, nostalgia and now, the campaign deepened emotional resonance with Black audiences and elevated Walmart’s role as a platform for identity, creativity, and generational love — proving that when music and legacy come together, culture listens.
