Pop up perfection from coast-to-coast.

Walmart surprises communities across
Canada to share some fresh news.

The looks on the faces of families at local community baseball tournament says it all.

Smiles and looks of surprise as a free pop-up BBQ tailgate opens up to celebrate the kids and families playing baseball over the weekend.

It’s all part of an initiative created by Walmart PR agency APEX – and brought to life by E.L. Productions to launch Walmart’s new fresh grocery offering.

The tailgates are completely unannounced, showing up at local baseball tournaments in communities from Alberta to Nova Scotia over 9 weeks. Each features a live BBQ, food from Walmart’s fresh grocery and pop flags – all surrounding popular Chef’s like Corbin Tomaszeski and Francoise Gagnon. Local bloggers and influencers are engaged to bring profile to each of the events.

E.L. Productions and APEX work hand in hand on every last detail, coordinating travel, equipment and complete logistics for every event.

The program goes so well that Walmart turns to APEX and E.L. Productions for more than 15 pop-up-style events over the next four years. There are influencer and media preview events to show off the latest line-ups from holiday products, spring furniture collections to fall fashions, a fresh grocery influencer dinner with celebrity Chef, Graham Elliot, and launch experiences for the new Penguin Pick Up program at select locations across Canada. 

From budding relationships to brilliant execution, it’s a great way to develop rapid response, high-impact, community-based events.