CHALLENGE
Tyson is known for grilling, but to grow our categories, we needed to look beyond the expected peaks of Memorial Day, July 4th and Labor Day. It was time to look beyond just backyard grilling on those days.
BARRIER: CHOICE
Shoppers see higher price points than private label, and the frequency of the season doesn’t always make us the go-to.
INSIGHT
Summer is not a season; it’s a lifestyle—packed with activities and occasions ripe for meal solutions and inspiration.
STRATEGY: PAIR WITH EXPERIENCES
We’ll move beyond the backyard BBQ pairing meals with activities—embracing the micro-occasions of summer amplified by the quality ingredients and personal stamp that Tyson invites shoppers to bring.
CHALLENGE
Tyson is known for grilling, but to grow our categories, we needed to look beyond the expected peaks of Memorial Day, July 4th and Labor Day. It was time to look beyond just backyard grilling on those days.
INSIGHT
Summer is not a season; it’s a lifestyle—packed with activities and occasions ripe for meal solutions and inspiration.
BARRIER: CHOICE
Shoppers see higher price points than private label, and the frequency of the season doesn’t always make us
the go-to.
STRATEGY: PAIR WITH EXPERIENCES
We’ll move beyond the backyard BBQ pairing meals with activities—embracing the micro-occasions of summer amplified by the quality ingredients and personal stamp that Tyson invites shoppers to bring.
master your summer results
The Master Your Summer campaign successfully drove growth for our portfolio of brands at our focus retailers, surpassing prior year’s successful shopper activity and curbing the headwinds of the private-label threat. Additionally, our focus retailers outpaced MULO (multi-outlet/national market), showcasing the platform’s strength.
Return on Investment
2%
Category dollar sales growth vs. YAG across focus retailers
6.4%
Increased dollars per buyer for focus retailers
103%
Non-holiday week growth vs. holiday week growth for focus retailers
2.6%
Increased dollars per trip for focus retailers
Return on Engagement
3.4%
YOY increased dollars per trip (+$0.24) and YOY increased dollars per buyer (+$0.57)
79K
WMT receipt uploads
600 Million
Earned over 600 million media impressions in 8 weeks
70 Million+
Social influencer impressions at key retailers ABCO and WMT
Return on Relationship
4th Year in a Row
Tyson summer programs will continue for a 4th year in a row, lengthening the drive period in two phases: Sun Belt and summer) to help extend the season and provide geographic relevance
2,500 Stores
Secured incremental displays in 2,500 Walmart stores for 8 weeks with additional bunker displays in Meijer and ABCO
2 Aisle Reinventions
Awarded 2 aisle reinvention projects for Tyson with Kroger and Walmart