The National Pork Board, working with a regional grocery chain, wanted to give shoppers a quick pork chop cooking lesson via in-store videos to showcase the ease of cooking pork and to drive repeat pork purchases. The idea was that providing more education around proper pork chop prep can increase pork chop sales. And the results show it’s working.
The 40-second videos, created in collaboration with the chain’s parent company and funding from the Pork Checkoff, highlight the proper end-point cooking temperature when baking pork chops.
The video was featured in 1,028 stores, running about 33,000 times at each store for a grand total of more than 34 million potential viewing opportunities across the chain’s banner. In addition to the video, the retailer presented a five-second video about pork cooking temperature to shoppers who scanned their loyalty card at kiosks in stores. The video played on the kiosk screen as the recipe for baked pork chops printed.
In the first eight weeks of the video promotion, which began in late summer, pork chop sales jumped 10 percent, purchase frequency increased 186 percent, and total fresh pork sales increased 6 percent.
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