Walmart paired its own spokesperson with Sam’s Club's to make a membership deal feel like an event.
Walton Goggins and Jason Sudeikis star in a two-spot campaign promoting the new $120 annual offer combining Walmart+ and Sam's Club Plus.
The creative revives the Members Only jingle and adds a limited-edition jacket collaboration.
Sam's Club raised its Plus membership fee from $110 to $120 on May 1, 2026.
The new offer now includes Walmart+ at no additional cost for eligible Plus members.
"We're giving people a reason to expect more from their memberships," Walmart President and CEO John Furner said in a press release.
He added that the $120 annual price offers "more money in their pockets and more time to call their own."
The campaign gives both actors a role in selling the value proposition.
Both actors now have to make two separate retail memberships read as one purchase worth making.
Walton Goggins and Jason Sudeikis Join Forces
The hero spot, titled "Two Good," stars Goggins in an updated version of the original Members Only jingle.
It draws on the brand's '80s look, using retro styling to introduce the combined membership benefits.
Meanwhile, the second spot "T-w-o Good!" features a direct exchange between the two stars.
Goggins writes a letter to Sudeikis, who appears as the Sam's Club spokesperson.
Sudeikis then unboxes his own Members Only jacket, marking the union of the two membership brands.
The jacket also gives the campaign a promotional hook.
Eligible new members will receive an emailed code after signing up to redeem a complimentary jacket in unisex sizes S through 5XL.
The offer also includes:
- Sam's Club member pricing,
- Delivery from both retailers,
- A choice of Peacock or Paramount+
- Gas savings at participating stations
- 2% Sam's Cash on eligible purchases
The casting connects the campaign's two brands, while the retro jingle and jacket give customers something tangible to associate with the deal.
Sudeikis' earlier Sam's Club campaign also adds context to his role here.
In May, the retailer introduced him through its "Come Join Us" campaign, which emphasized belonging and member participation.
Goggins, on the other hand, has fronted Walmart's "Who Knew?" campaign since June 2025.
Walmart already spent the money making both men faces of its brand, so this co-branding cashes in on ads it paid for over a year ago.
Saving $98 Makes the Bundle More Compelling
The offer's strongest selling point is the price, but its structure reveals how Walmart is packaging membership value.
Sam's Club Plus now costs $120 annually, following a $10 increase in May.
The new combined offer includes Walmart+ at the same annual price for eligible Plus members.
Buying Walmart+ for $98 and Sam's Club Plus for $120 separately costs $218 a year, so the bundle saves customers $98.
The retailer also set upgrade paths for existing members, including a $22 annual upgrade for eligible Walmart+ annual members.
These details point to three lessons for membership marketing.
- Bundle to make existing value visible. Retailers should group complementary services under one price to make the total offer easier to evaluate.
- Pair every fee hike with a new benefit. Members accept a higher price faster when they can name what the extra money buys.
- Give celebrity talents a commercial job. Brands should connect recognizable talent to specific product benefits to give audiences a reason to act.
Walmart's release stacks the bundle against rival delivery and warehouse memberships, aiming this brand partnership at Prime and Costco shoppers.
Our Take: Is the Bundle Walmart's Answer to Fee-Hike Backlash?
Sam's Club's $10 Plus fee hike drew mostly negative reactions this spring, with some shoppers saying they'd take their business elsewhere.
We'd call this promo a well-timed answer, since the same fee now covers a $98 Walmart+ membership, too.
Existing members only pay the new fee at their next renewal, so many Plus members are hitting $120 right as the bundle arrives.
Costco raised its fees in 2024 and still reported a 92.2% U.S. and Canada renewal rate this spring.
Sam's Club sweetened its own hike with a free Walmart+ membership and a Members Only jacket, hedging renewals that Costco protects on loyalty alone.
Renewals over the next year will show whether Goggins and Sudeikis kept the members who said they'd leave.
Goggins also recently fronted GoDaddy's "Ink Your Link" tattoo contest, which tied his persona to a promotion celebrating small-business owners.
Both campaigns use the actor's recognizable presence to give a practical offer a more distinctive creative hook.
A strong campaign connects creative execution with a clear business objective.
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