2019 Shopper Marketing Effie Award:Multi-Retailer Program (Bronze)
The Tyson Foods portfolio relies on the three key summer holidays: Memorial Day, the Fourth of July and Labor Day. Backyard barbecues and grilling around the holidays spike the brand’s hot dogs, chicken and sausage products, but the brand loses share of mind during the rest of the summer.
Tyson rolled out a summer campaign that promoted nine brands across nine retailers, encouraging incremental purchase beyond the key holiday weekends. For each retailer, Tyson studied shopper insights at each retailer to identify summer trends. The campaign also analyzed 9,300 user-generated social videos to understand that summer is not a season but a lifestyle.
The targeted shopper for the summer-long campaign was who they call “the summertime reveler,” young boomers, Millennials and Gen-X shoppers looking to fill summers with activities. The group is considered confident grillers and more than 60% make direct trips to grocers for cookouts.
The retailer-specific programs totaled 28 different elements across the full path to purchase. Products were aligned with certain retailers: Ball Park hot dogs and Tyson chicken were featured at Walmart; and Hillshire Farm smoked sausage, Wright brand bacon and Aidells sausages were featured at H-E-B, for example. Other retailers included Kroger, Albertsons/Safeway, Target, Publix, Meijer, Ahold and Sam’s Club. At retail locations, parking lot events welcomed shoppers with product demos for trial. Signage ran in key departments – for example, near buns and other places where there were opportunities to build bigger baskets. Shoppers received Tyson-branded cooler bags to keep messaging alive all summer, too.
Pre-shop, static and native banner ads connected with shoppers, social influencers shared recipes, and specialty content including recipes and tips was created for microsites. In the end, the campaign saw a 2% category lift in sales, compared to a year ago at the targeted retailers, and all KPIs were exceeded for the length of the effort.
Members of the Path to Purchase Institute have access to a library of more than 100 case studies of Shopper Marketing Effie award-winning campaigns dating back to 2011.