La madame était contente! Walmart Canada Celebrates 30 Years of Happiness and Savings in Quebec

May 16, 2024

MONTREAL, May 16, 2024 —Many Quebecers are familiar with the phrase “La madame était contente”, a phrase so engrained in the province’s social fabric that few remember where it came from. Thirty years ago, it was shared for the first time in Walmart Canada’s first TV commercial introducing the retailer to Quebec.

It was all about how a customer found out that the amazing low price of laundry detergent was part of Walmart’s everyday low prices, which made her very happy. Little did the cashier know, the phrase “La madame était contente!” was to become a common expression in our everyday lives, even 30 years later.

To celebrate 30 years of Walmart’s everyday low prices in Canada and Quebec's culture, the retailer has created a limited-edition sweatshirt with Beurd, a local artist, featuring this iconic phrase.

“Thirty years ago, Walmart entered the Canadian market and, in Quebec, the iconic phrase “la madame était contente” was born,” shares Cyrille Ballereau, Vice President of Operations for Quebec, Walmart Canada. “We’re proud to recognize our strong history in Quebec over the last 30 years with this collaboration with Quebec-based Beurd. Thank you for welcoming us into your homes, into your everyday lives and into the social fabric of Quebec. As we look forward to the next 30 years, we will continue to serve the local community with the products you need, when you need them and at everyday low prices.”

“The Beurd team is thrilled to collaborate with Walmart Canada to celebrate this important milestone. As a Quebec-based company, we are excited to design this unique sweatshirt featuring some of the province’s popular landmarks and icons. We are convinced that “la madame sera encore contente,” says Thibault Bicchieray, co-founder of Beurd.

Walmart’s 30-year history in Quebec

  • From Rouyn-Noranda to Sept-Iles, from Alma to Magog and everywhere in between, Quebec families can enjoy our everyday low prices at any of the 73 Walmart stores in the province.
  • Since 1994, Walmart has raised and donated more than $35 million to Opération Enfant Soleil.
  • Since 2007, Walmart stores in Quebec have raised and donated $4.63 million in support of emergency relief and preparedness.
  • In the last two years, Walmart has invested over $120 million in upgrading stores in Quebec to make them even more efficient at making its customers happy.
  • Purchased about $3.5 billion worth of products from over 480 Quebec-based suppliers in 2022.
  • Since 2007, Walmart and its customers have raised and donated $1,035,767.92 for Quebec-specific appeals, including the 2007 Gaspé flooding, the Lac-Mégantic train derailment in 2013, the 2017 Quebec floods and the tornado that went through Gatineau in 2018.
  • In the 2022-2023 school year, Breakfast Club of Canada supported 565 breakfast programs in Quebec, reaching close to 80,000 children each day.
  • Walmart Canada’s Fight Hunger, Spark Change campaign has contributed 7.6 million meals to food insecure Quebecers since 2017.
  • Through our collaboration with Food Banks Canada, Walmart has donated 13.9 million pounds of safe, surplus food to Quebec food banks since 2017.

The limited-edition 30th anniversary sweatshirt retails for $30 and will be available for purchase through beurd-shop.com as of May 17, 2024 — while supplies last. 

Do you have a special memory of a Walmart moment? Walmart would love to hear your story! Visit walmartcanada.ca and share your experience to take part in our 30th anniversary celebrations.

About Walmart Canada
Walmart Canada operates a chain of more than 400 stores nationwide serving 1.5 million customers each day. Walmart Canada's flagship online store, Walmart.ca, is visited by more than 1.5 million customers daily. With more than 100,000 associates, Walmart Canada is one of Canada's largest employers and is ranked one of the country's top 10 most influential brands. Walmart Canada has made a commitment to regeneration – focusing on equitable opportunity, sustainability, community, ethics and integrity. Since 1994, Walmart Canada has raised over $750 million to support communities across Canada. Additional information can be found at walmartcanada.ca and on Walmart Canada’s social media pages – FacebookX (formerly known as Twitter)  Instagram and LinkedIn.