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Tyson Foods
Sam's Club Halloween Multi-Brand Platform

RAN IN: United States

CLIENT
Tyson Foods

Wendyjean Bennett, Senior Director, Shopper Marketing
Karen Doan, Senior Shopper Marketing Manager
Christopher Witte, VP Total Store Leadership

AGENCY
IN Connected Marketing *Lead Agency

Laura Goeller, Account Supervisor
Gerardo Orta, VP, Strategic Planning & Insights
Rebecca Zdarsky, VP, Group Creative Director
Bryant Ross, SVP, Managing Director
Alyssa Griesch, Creative Director
Jacob Pintal, Art Director
Ken Featherston, Chief Inspiration Officer


SUMMARY

What do you do when you identify a cultural trend with opportunity to drive cross-category purchase? You howl and run with it! Halloween season at Sam’s Club promises Members jumbo-sized bags of candy and costumes for pint-sized Trick or Treaters. But, Sam’s was under-serving an adult-sized opportunity. With 157MM Americans celebrating Halloween and more adults than ever (32%) attending or hosting a Halloween party, we identified whitespace for Tyson and Sam’s Club to partner, capturing unexpected Halloween shopper dollars. In the end, we tripled volume goals and doubled our ROI.

CASE STUDY

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CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT Pre;BRANDED CONTENT During;BRANDED CONTENT Post;DIGITAL/INTERACTIVE Pre;DIGITAL/INTERACTIVE Developed Retailer Site Content;DIGITAL/INTERACTIVE Display Ads;DIGITAL/INTERACTIVE MFR/Retailer Website;MOBILE/TABLET Pre;MOBILE/TABLET During;MOBILE/TABLET Display Ad;PRICING During;PRICING Trade;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Video/Kiosk;SAMPLING During;SAMPLING In-Store;SOCIAL MEDIA Pre;SOCIAL MEDIA During

Audience: Families

Objectives: Increase sales, volume

Type: Business to Consumer

Classification: National

Language: English