Unifying Every Summer Occasion With The Perfect Recipe

AUC served personalized Tyson recipes for every active moment to help shoppers master their summers, increasing dollars spent per trip by 3.4%.

After years of serving up staples for major summer holidays, Tyson wanted to move beyond the backyard barbecue and score an invite to more of summer’s everyday celebrations. AUC paired meaningful meal solutions with micro-occasions for all summer lifestyles in the Master Your Summer program.

Our custom research identified that each Retailer’s shoppers over-indexed in certain activities, so we tailored our program with unique mixes of recipes, summer pairings, product partners and media vendors to suit their shoppers’ specific needs.

Shoppers mastered their summers by checking off Tyson recipes from their summer bucket lists and earning shareable badges for their accomplishments. They even created custom badges for their summer experiences to share over social and IRL. Tyson’s summer fun turned into summer rewards as we exceeded sales goals, with a 3.4% increase in dollars per trip and a 103% increase in non-holiday week growth.  

RESULTS

The Master Your Summer campaign successfully drove growth for our portfolio of brands at our focused retailers, surpassing prior year's successful shopper activity and curbing the headwinds of the threat of private labels. Addiontally, our focus retailers outpaced MULO (multi-outlet/national market), showcasing the platform's strength.

Return on Engagement

3.4%

YOY increased dollars per trip (+$0.24) and YOY increased dollars per buyer (+$0.57)

79K

WMT receipt uploads

600MM

Earned over 600 million media impressions in 8 weeks

70MM+

Social influencer imperssions at key retailers ABCO and WMT

Return on Investment

2%

Category dollar sales growth vs YAG aross 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 Relationship

FOURTH YEAR IN A ROW

Tyson Summer Programs will continue for the fourth year in a row, lengthening the drive period in two phases – Sunbelt and Summer – to help extend the season and provide geographic relevance

2,500 STORES

Secured incremental displays in 2,500 Walmart stores for eight weeks, with additional bunker displays in Meijer and ABCO

TWO AISLE REINVENTIONS

Awarded two aisle reinvention projects for Tyson with Kroger and Walmart

 

MASTER YOUR SUMMER