Black audiences remain highly underrepresented in the media industry and often do not feel seen, with 2/3 of Black Americans feeling that Black representation in media is inadequate.
As the largest retailer in America, embracing diversity and fostering a culture of inclusion is at the core of Walmart’s brand philosophy “Live Better.” Making good on that promise begins with reflecting the diverse communities they serve and ensuring that they can offer a better life for all. A key part of this ambition is promoting inclusive stories by fostering diversity in front & behind the camera. By launching the Black & Unlimited platform in 2022, Walmart’s ambition was to breakdown systematic barriers by promoting inclusive stories and fostering opportunities for Black creators to embrace their limitless potential.
‘Receipts’ presented by Walmart aims to redefine how Black culture is celebrated in media by transforming everyday shopping receipts into a dynamic storytelling experience. This innovative game-show series blends humor, cultural insight, and celebrity participation to highlight the hidden talents, passions, and stories within the Black community, making it both entertaining and socially impactful.
While the first season established the unique format, Season 2 set out to expand the show’s reach, deepen audience engagement, and reinforce its cultural impact.
‘Receipts’ strategically transforms something as ordinary as a receipt into a storytelling tool. Designed to celebrate Black excellence, the series uncovers hidden talents, passions, and personal journeys of real Walmart shoppers—all through the unexpected lens of shopping receipts. Developed with three strategic core pillars: authentic storytelling, seamless brand integration, and multi-platform distribution, the show entertains, challenges outdated narratives and celebrates individuality while highlighting the richness of Black culture. 'Receipts’ tapped into the significance of "receipts" in the Black community—not just as proof of purchase but as evidence of lived experiences.
Season 2 focused on deepening audience engagement, expanding viewership, and reinforcing cultural relevance. By featuring prominent guests such as Joey Bada$$, Serayah, DDG, Flau’jae Johnson, Mack Wilds, Gia Peppers, and Lecrae, along with returning influencer show host, Lala Milan, the second season built an even stronger connection with audiences while amplifying Black-led businesses and creatives.
In a ‘guess who’ - style game show, Walmart & Revolt put the spotlight on the limitless potential of Black creatives to show their expansive array of passions & talents. In each 20+ minute-long episode, a celebrity host and rotating guest compete to uncover the unique talents of Black & Unlimited Walmart shoppers by studying their receipts. After several rounds of gathering clues from the shoppers’ receipts, asking questions, and checking bags of items, the show talent uncovers the real-life backgrounds and passions of these shoppers.
At the end of each episode, the Black & Unlimited identities are revealed, along with their unique & impressive talents—shoppers have been Horse Back riders, Pilots, Scuba Divers, and Motor Sports Drivers. After each episode, the shoppers also participate in behind-the-scenes interviews to give audiences a deeper dive into their passions and what they do.
While a winner is crowned amongst the celeb host & guests, the true winner is always the Black & Unlimited shoppers as Walmart and Revolt celebrate them for their contribution in pushing culture forward for Black identity.
Distribution of the series leveraged all of Revolt’s endpoints with content running across Revolt linear network, YouTube, OTT, FB, IG, TikTok, Editorial, and a first-time live show taping at multi-day event REVOLT World along with additional Earned Media coverage.
The success of ‘Receipts’ Season 2 is evident in its ability to drive audience engagement and amplify cultural impact. The season premiere alone amassed over 3 million views on YouTube, with the entire season generating 98 million views over the course of the campaign, demonstrating its power to generate significant digital engagement. Not only did the show drive views, but it also fostered a strong connection with viewers as 84% of those who watched Receipts Live claimed to have ‘loved or liked it’.
Most importantly, the season successfully drove positive lifts across key brand metrics, with audiences indicating a +15pt increase in liking Walmart for supporting Black brands and creators and a +5.5% lift in brand favorability.
The overwhelmingly positive reception from both audiences and participants solidified Receipts as more than just a game show—it has become a platform for representation, cultural storytelling, and community impact.