Shopper Marketing - June 2018 - 38

38

SHOPPER MARKETING JUNE 2018

Shopper Marketing
EFFIE AWARD WINNERS

Effie Worldwide president
Traci Alford, far left, and
Terese Herbig, far right,
president, enterprise
solutions at EnsemblieIQ,
pose with those who worked
on the winning "Sam's Club
Halloween Multi-Brand
Platform" program.

Case study articles by Dan Ochwat

PROGRAM: Sam's Club Halloween Multi-Brand Platform
MANUFACTURER
Tyson Foods
LEAD AGENCY
IN Connected
Marketing
AWARD
Seasonal/Event
(Gold)

W

ith Halloween parties on the rise
as a social occasion, Tyson Foods
ran an inspirational recipe campaign to lift sales of its frozen and
refrigerated products at Sam's Club. Tyson had
fun showcasing its foods online and in-store
in the Halloween spirit, making chicken patties look like eyeballs or cocktail wieners like
brains.
Shopper insights for the campaign discovered that 32% of adults planned on attending or
hosting a Halloween party, making a shopping
trip for Halloween more than stocking up on
candy. That said, club stores were still a challenge for Tyson. Prior to this campaign, fewer
than 22% of club shoppers even walked the

frozen and refrigerated aisles, and if they did, it
wasn't for a stock-up party purchase but maybe
one item. They also tended to go in for candy
and nothing else.
To get on a shopper's list early, Tyson launched
an influencer, digital and social campaign with
three different themes, showing party planners
ways to make spooky treats with the Tyson
products for a party. Once in-store, TV spots
on store screens and sampling events reinforced
the recipes and products for a Halloween party.
For Tyson, its hero items in the campaign saw
more than a 6% lift in sales compared to a year
ago, surpassing its goal by 306%. Foresight ROI
added to the results by showing that nearly 90%
of the lift could be attributed specifically to the
shopper marketing campaign. In total, all Tyson
brands saw a nearly 50% lift in volume vs. the
year before, pointing to a halo effect that drove
success for SKUs not even participating in the
campaign. The overall campaign tripled Tyson's
volume goal and doubled ROI.



Table of Contents for the Digital Edition of Shopper Marketing - June 2018

Contents
Shopper Marketing - June 2018 - Intro
Shopper Marketing - June 2018 - 1
Shopper Marketing - June 2018 - 2
Shopper Marketing - June 2018 - Contents
Shopper Marketing - June 2018 - 4
Shopper Marketing - June 2018 - 5
Shopper Marketing - June 2018 - 6
Shopper Marketing - June 2018 - 7
Shopper Marketing - June 2018 - 8
Shopper Marketing - June 2018 - 9
Shopper Marketing - June 2018 - 10
Shopper Marketing - June 2018 - 11
Shopper Marketing - June 2018 - 12
Shopper Marketing - June 2018 - 13
Shopper Marketing - June 2018 - 14
Shopper Marketing - June 2018 - 15
Shopper Marketing - June 2018 - 16
Shopper Marketing - June 2018 - 17
Shopper Marketing - June 2018 - 18
Shopper Marketing - June 2018 - 19
Shopper Marketing - June 2018 - 20
Shopper Marketing - June 2018 - 21
Shopper Marketing - June 2018 - 22
Shopper Marketing - June 2018 - 23
Shopper Marketing - June 2018 - 24
Shopper Marketing - June 2018 - 25
Shopper Marketing - June 2018 - 26
Shopper Marketing - June 2018 - 27
Shopper Marketing - June 2018 - 28
Shopper Marketing - June 2018 - 29
Shopper Marketing - June 2018 - 30
Shopper Marketing - June 2018 - 31
Shopper Marketing - June 2018 - 32
Shopper Marketing - June 2018 - 33
Shopper Marketing - June 2018 - 34
Shopper Marketing - June 2018 - 35
Shopper Marketing - June 2018 - 36
Shopper Marketing - June 2018 - 37
Shopper Marketing - June 2018 - 38
Shopper Marketing - June 2018 - 39
Shopper Marketing - June 2018 - 40
Shopper Marketing - June 2018 - 41
Shopper Marketing - June 2018 - 42
Shopper Marketing - June 2018 - 43
Shopper Marketing - June 2018 - 44
Shopper Marketing - June 2018 - 45
Shopper Marketing - June 2018 - 46
Shopper Marketing - June 2018 - 47
Shopper Marketing - June 2018 - 48
Shopper Marketing - June 2018 - 49
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Shopper Marketing - June 2018 - 51
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Shopper Marketing - June 2018 - 55
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Shopper Marketing - June 2018 - 57
Shopper Marketing - June 2018 - 58
Shopper Marketing - June 2018 - 59
Shopper Marketing - June 2018 - 60
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