Unifying Spooky Creativity With Scary Good Food

AUC scared up sales with a startling 3.3% volume increase

During spooky season, consumers spend most of their creative energy on decorations and costumes, and default to sweets and snacks for scary fare. AUC grabbed an eye-popping opportunity for Tyson, whose sales dip between back to school and holiday, by creating savory Halloween recipes. Our unified solution of Share More Scares had our spokeswoman The Boo Guru crashing parties with a monstrous menu that breathed new life into familiar Tyson favorites. Work converted at every touch point from search to shelf while handing out content more sought after than king-sized candy bars. We brought the idea to life with customized retailer programs, extending it with preferred platforms like Pandora and Evite. This helped our content find its audience and guided hosts seeking something spooktacular straight to Tyson. It revived sales so well, it won an Effie and continues to haunt aisles to this day…   


Program ran for a third year in FY21 at select retailers based on the success from FY20. Moreover, Kroger used the campaign for a fourth year in FY22

Return on Investment


Volume lift


Pounds moved per dollar

Effie Winner

Return on Engagement


Impressions from Evite partnership at Walmart


Impressions from Pandora partnership at Kroger


Engagements with influencer content; 2.4% engagement rate


impression with paid media at Meijer; driving 8.8-9.3% mPerks redemptions


Impressions from influencer content at Publix; 2x category average


Impressions on external social media (Insta, FB, Pinterest)


Pinterest content was re-pinned by Publix on their social account, a retailer first


Return on Relationship


By creating this whitespace opportunity during one of Walmart's top priority seasons, Tyson is seen as a true strategic thought leader within the eyes of leadership and merchants


Category manager praised the program's strong results in FY20, leading to display in FY21