Shopper Marketing - August 2016 - 20


PROGRAMS

Tyson Leverages
Legendary Athletes

Custom content from The Players' Tribune links sports legends and
summertime grilling
By April Miller

Springdale, ark.- Tyson Foods teamed
with sports media company The Players' Tribune in the spring to launch a
national "Legends at the Grill" campaign, the first promotion since Tyson
completed its merger with Hillshire
Brands in
August 2014
in which the
company
has l eve raged its entire portfolio
- including
the Ball Park,
Hillshire
Farm and Tyson brands.
Running May 1 through Sept. 30, the effort
pairs summertime grilling and consumers'
connection with baseball and soccer legends.
Tyson capitalized on the insight that people
like to cook "mixed grill" offerings of at least
two proteins along with vegetables or other
sides. Research also showed that shoppers will
make a separate trip, in addition to routine
grocery shopping, when planning a picnic or
other summer event.
20

y SHOPPER MARKETING AUGUST 2016

Tyson activated
its national
campaign at four
major retailers,
including
Walmart.

Millennial adults are the core target - those
who like to grill for quick meals as well as for
summer get-togethers - but the campaign is
also meant to resonate with Gen Xers and Baby
Boomers.
"The content partnership with The Players'
Tribune gives us the opportunity to tap into
legendary athletes," says Wendy Jean Bennett,
director of shopper marketing, Tyson Foods.



Table of Contents for the Digital Edition of Shopper Marketing - August 2016

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