Flat Iron
Steak Launch

Flat Iron <br>Steak Launch

Project:Flat Iron Steak Launch
Client:NCBA, with funding through
The Beef Checkoff


How do you best introduce a new cut at retail? Humans are creatures of habit. Because we’re pretty predictable with our purchasing patterns, it’s never easy for a new product to make it onto the grocery list and into the shopping cart. So when our client developed a new Beef Value Cuts program, they asked us to help them figure out how best to bring this break-through line to market.
The research confirmed that consumers were instant fans once they tried the new Flat Iron Steaks, so we knew that in-store appeal was critical. We also recognized that we had to get meat department associates on board: they had no idea how to cut the Flat Iron, let alone talk about it.

 

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Midan was tasked with working with retail test partners to determine pricing, positioning and promotional materials that were used during in-store testing of the program. We designed an appealing label and developed a comprehensive program to educate meat department associates about this terrific cut. We also created a training program for in-store associates to provide customers with juicy, delicious samples.

Following the in-store testing, we ultimately came to the conclusion that a case-ready product would be the best approach, given the training and time required to accurately produce the Flat Iron Steaks from the top blade. While a few retailers still prefer to cut Flat Iron Steaks in-store, most of this product is produced and sold in a case-ready format.

 

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Sales figures confirm that the Flat Iron successfully made the leap from an unfamiliar beef cut to a family favorite: Sales grew from zero to 11.5 million pounds of Flat Iron Steak being sold at retail annually in 10 short years.

Source: FreshLook Marketing

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