Shopper Marketing - August 2016 - 22


PROGRAMS

"While most of our athletes are legends to Millennials, they were heroes to Gen Xers and Baby
Boomers. Brandi Chastain resonates well with
Millennial moms as a soccer champion and
mom, Cal Ripken Jr. played baseball for more
than 20 years, Ken Griffey Jr. dominated the '90s,
and Johnny Bench played in the 1970s and '80s.
Seeing these all-stars at retailers resonates with
fans of all generations."
A LegendsAtTheGrill.com promotional site
is filled with ThePlayersTribune.com stories and
videos as well as 18 recipes developed for the
campaign and grilling tips. The legends are
featured alongside the brands' hot dogs, sausage and chicken recipes. Ken Griffey Jr. kicked
off the first pulse of the campaign, followed
by a refresh of the site in August with Chastain given top billing. The former is timed with
baseball season and the latter with the 2016
Summer Olympics. Griffey and Chastain were
used nationally while Bench and Ripken were
used at specific retailers, Kroger and Walmart,
respectively.
Print, in-store signage, digital, mobile, social
media, website and email blasts are also being
used to lead shoppers to stores. "The digital
aspects are designed to inspire the shopper
to put Tyson's iconic brands at the top of their
shopping lists," Bennett says.
The national campaign is activated in-store
at four retailers: Ahold USA, Kroger, Sam's Club
and Walmart. Tactics were customized to each
retailer. Bennett wouldn't divulge specifics but
did say that Walmart had the largest customized displays - refrigerated bunkers that provided incremental display space. The retailer
also hosted tastings of new Hillshire Farms
Cheddar Wurst smoked sausage links and Ball
22

y SHOPPER MARKETING AUGUST 2016

Park hot dogs. Additionally, Ahold included
the program in its Savory magazine. "We leveraged retail-exclusive print publications with
longer-form content, recipes and savings," says
Bennett. "We employed shelf blades featuring
the athletes and recipes on tear-pads, as well
as on-pack shopping lists to drive shoppers
around stores."
The entire effort came together from inception to launch in 60 days. "We had all hands on
deck from shopper marketing, sales, agency,
consumer promotions, sales planning, procurement, legal and The Players' Tribune to
ensure executional excellence," says Bennett.
Tyson's shopper marketing agency, IN Marketing, Chicago, developed the campaign
concept and was responsible for in-store and
digital elements. TPT created custom, cobranded content and handled content distribution. Volume and impressions will be used
SM
to measure the campaign's success.
BRANDS: Ball Park, Hillshire Farm and
Tyson
KEY INSIGHTS: When consumers grill
they opt for more than one protein; think
hot dogs and BBQ chicken. Shoppers will
make a separate trip, in addition to routine grocery shopping, when planning a
picnic or other summer event.
ACTIVATION: Tyson launched a "Legends at the Grill" campaign using custom
content from The Players' Tribune to tie
together sports legends and summertime grilling. The program included a
dedicated website, email, social media
and custom retailer in-store signage.


http://www.legendsatthegrill.com http://www.ThePlayersTribune.com

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

Contents
Shopper Marketing - August 2016 - bellyband1
Shopper Marketing - August 2016 - bellyband2
Shopper Marketing - August 2016 - 1
Shopper Marketing - August 2016 - 2
Shopper Marketing - August 2016 - 3
Shopper Marketing - August 2016 - Contents
Shopper Marketing - August 2016 - 5
Shopper Marketing - August 2016 - 6
Shopper Marketing - August 2016 - 7
Shopper Marketing - August 2016 - 8
Shopper Marketing - August 2016 - 9
Shopper Marketing - August 2016 - 10
Shopper Marketing - August 2016 - 11
Shopper Marketing - August 2016 - 12
Shopper Marketing - August 2016 - 13
Shopper Marketing - August 2016 - 14
Shopper Marketing - August 2016 - 15
Shopper Marketing - August 2016 - 16
Shopper Marketing - August 2016 - 17
Shopper Marketing - August 2016 - 18
Shopper Marketing - August 2016 - 19
Shopper Marketing - August 2016 - 20
Shopper Marketing - August 2016 - 21
Shopper Marketing - August 2016 - 22
Shopper Marketing - August 2016 - 23
Shopper Marketing - August 2016 - 24
Shopper Marketing - August 2016 - 25
Shopper Marketing - August 2016 - 26
Shopper Marketing - August 2016 - 27
Shopper Marketing - August 2016 - 28
Shopper Marketing - August 2016 - 29
Shopper Marketing - August 2016 - 30
Shopper Marketing - August 2016 - 31
Shopper Marketing - August 2016 - 32
Shopper Marketing - August 2016 - 33
Shopper Marketing - August 2016 - 34
Shopper Marketing - August 2016 - 35
Shopper Marketing - August 2016 - 36
Shopper Marketing - August 2016 - 37
Shopper Marketing - August 2016 - 38
Shopper Marketing - August 2016 - 39
Shopper Marketing - August 2016 - 40
Shopper Marketing - August 2016 - 41
Shopper Marketing - August 2016 - 42
Shopper Marketing - August 2016 - 43
Shopper Marketing - August 2016 - 44
Shopper Marketing - August 2016 - 45
Shopper Marketing - August 2016 - 46
Shopper Marketing - August 2016 - 47
Shopper Marketing - August 2016 - 48
Shopper Marketing - August 2016 - 49
Shopper Marketing - August 2016 - 50
Shopper Marketing - August 2016 - 51
Shopper Marketing - August 2016 - 52
Shopper Marketing - August 2016 - 53
Shopper Marketing - August 2016 - 54
Shopper Marketing - August 2016 - 55
Shopper Marketing - August 2016 - 56
Shopper Marketing - August 2016 - 57
Shopper Marketing - August 2016 - 58
Shopper Marketing - August 2016 - 59
Shopper Marketing - August 2016 - 60
Shopper Marketing - August 2016 - 61
Shopper Marketing - August 2016 - 62
Shopper Marketing - August 2016 - 63
Shopper Marketing - August 2016 - 64
Shopper Marketing - August 2016 - 65
Shopper Marketing - August 2016 - 66
Shopper Marketing - August 2016 - 67
Shopper Marketing - August 2016 - 68
Shopper Marketing - August 2016 - 69
Shopper Marketing - August 2016 - 70
Shopper Marketing - August 2016 - 71
Shopper Marketing - August 2016 - 72
Shopper Marketing - August 2016 - 73
Shopper Marketing - August 2016 - 74
Shopper Marketing - August 2016 - 75
Shopper Marketing - August 2016 - 76
Shopper Marketing - August 2016 - 77
Shopper Marketing - August 2016 - 78
Shopper Marketing - August 2016 - 79
Shopper Marketing - August 2016 - 80
Shopper Marketing - August 2016 - 81
Shopper Marketing - August 2016 - 82
Shopper Marketing - August 2016 - 83
Shopper Marketing - August 2016 - 84
Shopper Marketing - August 2016 - 85
Shopper Marketing - August 2016 - 86
Shopper Marketing - August 2016 - 87
Shopper Marketing - August 2016 - 88
Shopper Marketing - August 2016 - 89
Shopper Marketing - August 2016 - 90
Shopper Marketing - August 2016 - 91
Shopper Marketing - August 2016 - 92
Shopper Marketing - August 2016 - 93
Shopper Marketing - August 2016 - 94
Shopper Marketing - August 2016 - 95
Shopper Marketing - August 2016 - 96
Shopper Marketing - August 2016 - 97
Shopper Marketing - August 2016 - 98
Shopper Marketing - August 2016 - 99
Shopper Marketing - August 2016 - 100
Shopper Marketing - August 2016 - 101
Shopper Marketing - August 2016 - 102
Shopper Marketing - August 2016 - 103
Shopper Marketing - August 2016 - 104
Shopper Marketing - August 2016 - 105
Shopper Marketing - August 2016 - 106
Shopper Marketing - August 2016 - 107
Shopper Marketing - August 2016 - 108
Shopper Marketing - August 2016 - 109
Shopper Marketing - August 2016 - 110
Shopper Marketing - August 2016 - 111
Shopper Marketing - August 2016 - 112
Shopper Marketing - August 2016 - 113
Shopper Marketing - August 2016 - 114
Shopper Marketing - August 2016 - 115
Shopper Marketing - August 2016 - 116
Shopper Marketing - August 2016 - 117
Shopper Marketing - August 2016 - 118
Shopper Marketing - August 2016 - 119
Shopper Marketing - August 2016 - 120
Shopper Marketing - August 2016 - 121
Shopper Marketing - August 2016 - 122
Shopper Marketing - August 2016 - 123
Shopper Marketing - August 2016 - 124
Shopper Marketing - August 2016 - 125
Shopper Marketing - August 2016 - 126
Shopper Marketing - August 2016 - 127
Shopper Marketing - August 2016 - 128
Shopper Marketing - August 2016 - 129
Shopper Marketing - August 2016 - 130
Shopper Marketing - August 2016 - 131
Shopper Marketing - August 2016 - 132
Shopper Marketing - August 2016 - 133
Shopper Marketing - August 2016 - 134
Shopper Marketing - August 2016 - 135
Shopper Marketing - August 2016 - 136
Shopper Marketing - August 2016 - 137
Shopper Marketing - August 2016 - 138
Shopper Marketing - August 2016 - 139
Shopper Marketing - August 2016 - 140
Shopper Marketing - August 2016 - 141
Shopper Marketing - August 2016 - 142
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_ecommerce2018
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201708
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201707
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201706
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201705
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201704
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201703
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201702
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201701
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201612
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201611
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201610
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201609
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201608
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201607
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201606
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201605
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201604
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201603
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201602
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201601
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201512
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201511
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201510
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201509
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201508
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201507
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201506
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201505
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201504
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201503
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201502
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201501
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201412
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201411
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201410
http://digital.shoppermarketingmag.com/nxtbooks/ptp/sm_201409
http://www.nxtbook.com/nxtbooks/ptp/sm_201408
http://www.nxtbook.com/nxtbooks/ptp/sm_201407
http://www.nxtbook.com/nxtbooks/ptp/sm_201406
http://www.nxtbook.com/nxtbooks/ptp/sm_201405
http://www.nxtbook.com/nxtbooks/ptp/sm_201404
http://www.nxtbook.com/nxtbooks/ptp/sm_201403
http://www.nxtbook.com/nxtbooks/ptp/sm_201402
http://www.nxtbook.com/nxtbooks/ptp/sm_201401
http://www.nxtbook.com/nxtbooks/ptp/sm_201312
http://www.nxtbook.com/nxtbooks/ptp/sm_201311
http://www.nxtbook.com/nxtbooks/ptp/sm_enhancedpreview
http://www.nxtbook.com/nxtbooks/ptp/sm_201310
http://www.nxtbook.com/nxtbooks/ptp/sm_201309
http://www.nxtbook.com/nxtbooks/ptp/sm_201308
http://www.nxtbook.com/nxtbooks/ptp/sm_201307
http://www.nxtbookMEDIA.com