VIDEO/PHOTOS: A new ad campaign from Walmart puts the story of Rockford-based Fire Department Coffee before a national audience. The ad introduces company founder Luke Schneider and vice president Jason Patton as “two guys with a dream and a little help from Walmart along the way.”
It builds on the partnership the local company started with Walmart in 2023, when it participated in the national retailer’s Open Call program and earned a golden ticket. “I never would have imagined the opportunity that it provided us since then,” said Schneider, a retired firefighter and U.S. Navy veteran. “Walmart has empowered us to expand nationally and grow our company, which naturally grows our mission to serve communities in times of disaster, as well as support sick and injured firefighters.”
Fire Department Coffee is now available in more than 3,600 Walmart stores across the nation. The new 30-second spot was unveiled Monday morning at the Rockford Walmart Supercenter, 7219 Walton St., on the city’s east side. It began airing Monday. Mayor Tom McNamara, state Rep. Maurice West, members of GoRockford, and Rockford firefighters joined Rockford Department Coffee and Walmart to celebrate the local business’s growth and the national retailer’s effort to support small businesses.
