Blue Diamond Marketing

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Adding Measurable Value to U.S. Pork
USAgNet - 07/03/2013

Consumers are unleashing their inner griller this summer, thanks to Walmart's high-impact pork grilling promotion with the Checkoff.

"No one spreads a value message like Walmart," said Rob Kirchofer, national retail marketing manager for the Pork Checkoff. "This is the right place for pork to make its move this summer."

From Walmart's high-quality fresh pork to its wide assortment of outdoor grilling essentials, the retail giant is inspiring consumers across the country to grill with the best for less. Walmart is highlighting pork chops and ribs from June 3 through July 6 by:

-- featuring pork in its national advertising circulars

-- broadcasting national radio advertisements

-- promoting pork through online advertisements

"Walmart is a great partner because its customers fit our target market," said Kirchofer, who noted that Walmart shoppers tend to skew higher than average in terms of pork purchases.

To encourage consumers to join the grillerhood this summer, the Walmart campaign is promoting the Checkoff's Grill Pork Like a SteakSM message. This reflects consumers' ability to grill their favorite pork cuts just as they would a steak.

"We are focused on letting our customers know that they do not need to have a pantry full of ingredients in order to enjoy pork," Kirchofer said. "All they need is a little salt, pepper and a grill, and they can let the great flavor and versatility of pork take over from there -- just as they would their favorite beef steak."

To keep pork at the forefront, Walmart is hosting a series of live grilling challenges at select Walmart stores leading up to the 2013 ESSENCE Festival this summer in New Orleans. Walmart is searching for the top grillmaster in the South through a series of regional cooking competitions.

Regional winners will compete for the top prize and national bragging rights at the ESSENCE Family Reunion Day Food Experience Stage powered by Walmart, which kicks off the 2013 ESSENCE Festival and will celebrate food, music and culture July 4-7. Through it all, Walmart's promotions will keep pork top of mind with consumers.

"As the world's largest retailer, Walmart gives producers a lot of bang for their Checkoff investment," Kirchofer said. "Producers appreciate the opportunity to work with Walmart and look forward to partnering again in the future."

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