☕ Get that bag
The social listening powering Walmart’s big merch drops.
Marketing Brew <[email protected]>
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Morning Brew promotes Walmart's limited-edition rotisserie chicken purse, which sold out in 90 minutes online. The product was created after the brand's marketing team discovered a fandom for its rotisserie chicken through social listening. It was priced at $5.97, the same as an actual rotisserie chicken, to make it memorable.
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597 words · about 3 min to read
October 13, 2026
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It’s Tuesday. And Chipotle has released an original song with the London Vegetable Orchestra, a group that plays exclusively on instruments constructed out of peppers, onions, and other vegetables. It’s a real ear (of corn) worm, if you will.
In today’s edition:
Chicken dance 🍗
—Katie Hicks, Jasmine Sheena
SOCIAL & INFLUENCERS
In the bag
Rotisserie chicken purse with hand on it
The phrase “Get that bag” is not usually a reference to the plastic vessel that holds a rotisserie chicken. But sometimes it is.
In the last year, Walmart’s marketing team discovered through social listening that its rotisserie chicken had amassed a fandom, with 15,000 organic social mentions, Kim Tunick, group director and head of brand experiences and partnerships at Walmart, told us. It included posts of people holding the bag as a purse—which led the brand’s social team to go to the merchandising side of the house with a proposition.
“Our teams came together and kind of had a silly moment that was really just a break in an average day,” Tunick told us. “[We] said, ‘People talk about how the rotisserie chicken that they love comes in this bag, and that they joke that it’s their purse, and they bring it around, and they just eat it straight from the bag. What if we made one?’”
The resulting product, a fabric purse shaped and printed to look like it contains a chicken, was priced at $5.97, the same as an actual rotisserie chicken at the retailer, to help make it “sticky and memorable,” Tunick said; it sold out in 90 minutes online on September 1. According to Tunick, people were lined up at the brand’s campus store before 7am on the day of the drop to get their hands on the limited-edition bag.
The rotisserie-themed merch marked a new strategy for the retailer that so far, seems to have paid off.
“We certainly seem to take ourselves quite seriously when it comes to our traditional marketing,” Tunick said. “But hopefully you can see that we don’t believe we always need to be so serious.”
For more on the story behind the purse and how Walmart looked to encourage UGC around the drop, continue reading here.—KH
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