Walmart and Buzzfeed have joined forces, creating an unlikely partnership that's aimed at targeting the Millennial consumer.
The superstore giant is collaborating with Buzzfeed's Tasty app, and will sell its kitchen tools, appliances and groceries through Tasty's platform, which creates easy-to-make instructional cooking videos for an audience of millions.
Beginning Thursday, Tasty's short instructional videos will feature links to Walmart's products, informing and enabling a consumer to buy the tools that were used in the cooking tutorials. This partnership hopes to expand Walmart's consumer base, while encouraging the growth of the brand's e-Commerce grocery market.
When asked to discuss her thoughts on the new partnership, Walmart's vice president of e-commerce, mobile, and digital marketing, Sumaiya Balbale, told Busisness Insider that "Content and commerce are coming together in more seamless and impactful ways."