'Would Jesus shop at Wal-Mart?' a new ad campaign asks


It is always interesting to see the responses that Wal-Mart Stores Inc. (NYSE:WMT) evokes in some groups as they oppose the latest move from the world's largest retailer. Wal-Mart's tepid responses are equally interesting. Well, this time, the WakeUpWalMart.com group is using a new television ad that actually shows a church a pastor asking, "Would Jesus shop at Wal-Mart? Should you?"


The ad ought to get a few folks foaming at the mouth, I would think. Along with that ad is a letter to Wal-Mart CEO, Lee Scott, that is signed by more than 130 clergy members. In the letter, Wal-Mart is asked to provide a "higher standard for its employees and their families."

WakeUpWalmart's attempt here is clear. It is using one of Wal-Mart's internal values, conservatism, against it by practicing what the retailer holds as a high internal value and principle. In fact, the letter says that upping the stewardship for Wal-Mart employees would reflect "the best of Christian values." One of the pastors in the ad says "can we continue to shop at Wal-Mart without insulting God?" while also stating that half the company's 1.3 million U.S. employees aren't covered under the company's health plan.

And Wal-Mart's response? Well, it needs to be louder and more vocal than just stating that the union-backed WakeUpWalmart group is attacking the retail giant while Wal-Mart is actually creating jobs. Not a very direct answer to the allegations -- which is what Wal-Mart needs. Really, what is the company afraid of?

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