Walmart Has a 'Steak-Over'

Walmart plugged the introduction of USDA Choice-grade steaks to its meat department last month with help from Clorox Co.’s Kingsford and Coca-Cola Co.A higher-quality offering than the USDA Select-grade steak the retailer previously stocked, the new selection builds on last year’s introduction of USDA Choice-grade beef, which Walmart continues supporting through parking-lot product sampling conducted in conjunction with Kingsford. (See “Walmart Beefs Up” in Related Articles.) To hype the new introduction, the retailer staged a “Walmart Choice Steak Challenge.” Beginning April 18, competing chefs grilled steaks in Walmart parking lots in eight cities, with shoppers voting to pick one to advance to a final competition in New York on May 22. Richard Chamberlain won $5,000 for himself and $5,000 for Bridge Builders, his charity of choice. The events were co-sponsored by Clorox and Coca-Cola, which supplied Kingsford charcoal and Coca-Cola Zero beverages. Activity on Kingsford’s grilling.com website supported.An overarching “Steak-Over” marketing campaign spans national and regional TV spots (see video below), as well as a dedicated tab on Walmart’s Facebook page and a showcase on walmart.com. Campaign elements do not shy away from noting that Walmart has not been known historically for offering quality meat, playing up its previously lower standards to emphasize the notable improvement and dangle a 100% money-back guarantee. A front-cover feature in the chain's June 10 circular supported, along with in-store standees and headers.Housed at walmart.com/steak, the showcase supports Walmart's entire Choice beef selection while spotlighting the Steak-Over with a video starring U.S. vice president of meat Scott Neal and comments about the steak made by Facebook fans. It also offers grilling tips, recipes and links to grilling necessities in the e-commerce section of walmart.com.

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