A new pork cut is turning heads at select Walmart stores across Missouri, Illinois, Iowa, Indiana and Kentucky. The Coppa-Style Steak is a boneless pork steak cut from the money muscle of the pork shoulder.
“New cuts in the fresh pork set are critical to bring new consumers and create excitement for the category,” says Neal Hull, director of domestic market development at the National Pork Board. “The Coppa-style boneless pork steak at Walmart is a great example. Not only is it a unique cut not widely available, but it is also a way to drive incremental value and volume within the meat case.”
During the promotion, National Pork Board partnered with Chicory, an online platform that places advertising within recipes on sites like Food Network, Taste of Home and the Kitchn, to serve ads to consumers near the select store locations.
The results of the campaign were noteworthy.
• During the 4-week promotional period in April, Walmart saw a 6.65% increase in Coppa-Style Steak sales dollars and 8.73% increase in unit sales compared to March.
• In May, dollar sales were 3.97% higher and unit sales were 4.18% higher than in April.
• June sales results for the Coppa-Style Steak have held steady with the performance in May.
• The Coppa-Style Steak will be expanded to an additional 150 stores for a total of 301 stores.
The digital campaign brought awareness to this new item available at 151 Walmart locations. But most importantly, National Pork Board noted that it drove demand for a premium, value-added pork cut.
Check Out Walmart’s Pork Buying Guide
Check out the latest update to Walmart’s Pork Buying Guide, now featuring mouth-watering food photography. National Pork Board teamed up with Walmart’s e-commerce operations and merchandising team to bring consumers beautiful lifestyle images that will help make pork an appealing choice when shopping online, the organization noted.
Now, when browsing for a specific cut of pork, a delectable pork dish is shown first. Once the image is clicked the shopper will be directed to the product page, where all the pork cut details can be found.
