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…   

RESULTS

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

3.3%

Volume lift

122

Pounds moved per dollar

Effie Winner

Return on Engagement

133.1MM

Impressions from Evite partnership at Walmart

5.5MM

Impressions from Pandora partnership at Kroger

6,800

Engagements with influencer content; 2.4% engagement rate

3.1MM

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

2.2MM

Impressions from influencer content at Publix; 2x category average

61MM

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

Publix

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

 

Return on Relationship

Walmart

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

Kroger

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

NATIONAL ACTIVATION