SITUATION // Outside of major summer holidays, our consumers aren’t seeing summer for what it is – a season made up of countless reasons to get outside and grill.
CHALLENGE // Create a national summer portfolio summer campaign that runs on national media that would work in retail. Campaign must include Tyson, Ballpark, Hillshire Farms, Wright, and Aidells brands
CAMPAIGN IDEA // THIS CALLS FOR A GRILL & MAKE EVERY DAY SIZZLE
Tyson is going to inspire consumers to keep the flame on all season long with dynamic media that uses weather, purchase behaviors, day parting and retail proximity to drive product quality awareness, trial and repeat purchase based on consumer profiles.
The tone of the campaign is bright, energetic, and crafted to capture the excitement of every grilling occasion. The lines “This Calls for a Grill” and “Make Every Day Sizzle” are foundational to the concept, and one or both should always be featured on tactics.
RESULTS // Had +30MM impressions making this the most successful summer camping for Tyson Foods driving consumers to stores and increasing repeat purchases.
GEO AND WEATHER DIGITAL
Hot Summer Day
BBQ holidays
Cloudy and Mild
Sunny Day
GEO TARGETED CTV and DOOH
SOCIAL FEED AND DIGITAL CAMPAIGN SUPPORT
RETAIL COMMERCE EXTENSION
