Tyson's Kelly Stock and Ripple Street's Kerry Lyons will share how the manufacturer drove shoppers into Kroger stores and down the increasingly less-traveled frozen food aisle with a multimedia go-to-market strategy during a May 17 session at the Path to Purchase Summit.
With today’s consumers being urged to “shop the perimeter” for healthy foods, foot traffic in frozen aisles – and the brands that reside there – have been in decline. Knowing this, Tyson decided to focus on driving families frustrated by mealtime planning into Kroger stores and down the frozen aisle, directing them to Tyson Grilled & Ready fully cooked frozen chicken. The session will detail how the manufacturer used a multimedia go-to-market strategy that included Kroger Precision Marketing tactics and a highly targeted consumer influencer program designed to spark trips to retail, recipe usage, content creation and authentic product reviews.
Lyons is the chief executive officer at Ripple Street, an influencer marketing company that connects brands with the consumers who love them to drive targeted trials, branded content creation, authentic product reviews, insights and more. Lyons is also a freelance writer and has been published in the New York Times and Parents magazine, among others. Stock, shopper marketing manager - Kroger team at Tyson, has extensive experience developing and implementing national programs, building relationships with vendors, and managing event support personnel with enthusiasm, efficiency and quality execution.
For more information about the session and P2PSummit (May 15-17 in Fort Lauderdale, FL), visit the event's website.