Effie Case Study: Sam’s Club Halloween Multi-Brand Platform
Manufacturer: Tyson Foods
Lead Agency: IN Connected Marketing
2018 Shopper Marketing Effie Award: Seasonal/Event (Gold)
With 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.