With the expansion of grilling tastes and products, private-label brands have been vying for and winning space on the grill. It meant that Tyson was seeing headwinds of declining volume in certain regions due to higher price points and lack of promotional activity. Our task was to stem the decline with an overarching platform that could then be customized to “win the season” at nine customers.
Tyson is known for grilling, but to grow our categories, we needed to look beyond the expected peaks of Memorial Day, July 4th and Labor Day. It was time to look beyond just backyard grilling on those days.
Summer is not a season; it’s a lifestyle—packed with activities and occasions ripe for meal solutions and inspiration.
Shoppers see higher price points than private label, and the frequency of the season doesn’t always make us the go-to.
We’ll move beyond the backyard BBQ pairing meals with activities—embracing the micro-occasions of summer amplified by the quality ingredients and personal stamp that Tyson invites shoppers to bring.
MASTER YOUR SUMMER RESULTS
The Master Your Summer campaign successfully drove growth for our portfolio of brands at our focus retailers, surpassing prior year’s successful shopper activity and curbing the headwinds of the private-label threat. Additionally, our focus retailers outpaced MULO (multi-outlet/national market), showcasing the platform’s strength.
RETURN ON INVESTMENT
Category dollar sales growth vs. YAG across focus retaile
Increased dollars per buyer for focus retailers
Non-holiday week growth vs. holiday week growth for focus retailers
Increased dollars per trip for focus retailers
RETURN ON ENGAGEMENT
YOY increased dollars per trip (+$0.24) and YOY increased dollars per buyer (+$0.57
WMT receipt uploads
Earned over 600 million media impressions in 8 weeks
Social influencer impressions at key retailers ABCO and WMT
RETURN ON RELATIONSHIP
Tyson summer programs will continue for a 4th year in a row, lengthening the drive period in two phases: Sun Belt and summer) to help extend the season and provide geographic relevance
Secured incremental displays in 2,500 Walmart stores for 8 weeks with additional bunker displays in Meijer and ABCO
Awarded 2 aisle reinvention projects for Tyson with Kroger and Walmart