I frequently "price-match" at Wal-mart. There are 2 grocery stores in my town that mail out weekly ads on Wednesday. I always check the ads carefully to see what is good deal and that we need.
This week IGA had boneless, skinless chicken breasts for $1.49 a pound. Their ad did not list a specific brand of chicken so I knew Wal-mart would price it. I picked up 2 5 pound packages of chicken, that regularly sell for $14.18 and after the price match, they were $7.45. ($13.46 total savings)
My Wal-mart is very easy about price matching. I always show the ad to the cashier before he/she scans the item. If the ad mentions a specific brand, then you have to buy that specific brand. Things like produce and fresh meat that don't usually have brands are even easier to price match.
I know everyone is not fond of Wal-mart but I like mine.