Yappah, a new line of chicken crisps, was a first for Tyson Foods on many levels – including being the company’s first major DTC push. Tim Madigan, vice president of e-business, shares his insights into the development of the program.
Sales of Tyson Foods' Grilled & Ready chicken were struggling as part of a total decline in foot traffic within the frozen department at Kroger stores. So the brand and retailer set out to develop a program that would drive awareness and trial by touting the product's convenience.
Tyson's Kelly Stock and Ripple Street's Kerry Lyons will share how the manufacturer drove shoppers in to Kroger stores and down the increasingly less-traveled frozen food aisle with a multimedia go-to-market strategy during a May 17 session at the Path to Purchase Summit.
Manufacturer: Tyson Foods
Lead Agency: IN Connected Marketing
2019 Shopper Marketing Effie Award: Multi-Retailer Program (Bronze)
The Tyson Foods portfolio relies on the three key summer holidays: Memorial Day, the Fourth of July and Labor Day.
A new mobile app called Flashfood from the Toronto-based company of the same name aims to help shoppers buy foods that are close to expiring at big discounts. The app hopes to lessen food waste and save its mobile members money.
Marketers shouldn’t expect to have answers now for how blockchain will apply to brand and retail marketing going forward, but based on Walmart’s emphasis on the technology, it’s important to pay attention.