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Aidells, Ball Park, Hillshire Farm, Sara Lee, State Fair, Tyson, Wright Brand Bacon
Master Your Summer

RAN IN: United States

CLIENT
Tyson Foods

Christopher Witte, VP Total Store Leadership
Alicia Mosley, Director, Shopper Marketing
Greg Buck, Senior Manager, Shopper Marketing
Karen Doan, Senior Shopper Marketing Manager
Tamara Elliott, Sr. Manager Shopper Marketing, Brand Strategy

AGENCY
IN Connected Marketing *Lead Agency

Bryan Forbes, VP Strategic Planning
Erin Bergey, VP Client Services
Rebecca Zdarsky, Group Creative Director
Daniel Dauphin, ACD/Copywriter
Lea Kauling, Sr. Art Director


SUMMARY

Tyson products are grilling mainstays, peaking during the key summer holidays: Memorial Day, 4th of July and Labor Day. As grilling captains, we needed to do something different to grow our categories—we had to think beyond backyard cookouts and summer holidays. We conducted primary research, analyzing 9300 user-generated social videos to learn: Summer is not a season, it’s a lifestyle. And that lifestyle varied greatly by retailer. Leveraging retailer-specific shopper insights, we identified top-indexing summer activity trends, and integrated Tyson into ownable, retailer-specific usage occasions.

CASE STUDY

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CASE VIDEO


Hero Medium: BRANDED CONTENT

Medium Featured On Video: BRANDED CONTENT

Audience: Families

Objectives: Increase sales, volume

Type: Business to Consumer

Language: English