Tyson and Unilever Master Summer at Walmart
Tyson Foods and Unilever teamed for a summertime co-marketing program at Walmart delivering "delicious recipes, tips, and tricks to get the most out of your summer."
Living on a dedicated masteryoursummer.com promotional website, the effort shone a spotlight on Tyson chicken breasts and drumsticks, Tyson's Ball Park buns and beef franks, as well as Unilever's Lipton iced tea and Popsicle frozen treats.
The destination delivered "shop now" links as well as tips and recipes incorporating the aforementioned products. It additionally offered three badges reminiscent of Boy Scout patches (for the "great outdoors," "casual cookouts" and "backyard blasts") or let visitors design their own "master your summer" badge. Participants were directed to share the badge via social media or have it printed on a customizable item via the Walmart Photo Center.
In stores, the pre-made badge icons appeared on supporting displays and signage. Custom floorstands gave Ball Park buns and rolls secondary merchandising space in the perimeter refrigerated department alongside Tyson meat SKUs, while also depicting the products served with Lipton iced tea. Racks stocking buns and rolls were outfitted with side panels inviting shoppers to text-in for recipes and tips. The activity also extended to the frozen aisles with a cooler cling positioned near Popsicle SKUs touting the treat as a good pairing with Tyson and Lipton products.
The cling directed shoppers to the aforementioned promotional website, which also corralled supporting blogger activity commissioned by Tyson.