Collaboration Track: How Tyson Activated Consumers to Influence Sales at Kroger
Date & Time
Friday, May 17, 2019, 11:45 AM - 12:15 PM
With today’s consumers being urged to “shop the perimeter” for healthy foods, foot traffic in frozen aisles – and the brands that reside there – have been in decline. That’s why Tyson decided to focus on driving families frustrated by mealtime planning into Kroger stores and down the frozen aisle, directing them to Tyson Grilled & Ready Fully Cooked Frozen Chicken. How? With a multi-media go to market strategy, that included Kroger Precision Marketing tactics and a highly targeted consumer influencer program designed to spark trips to retail, recipe usage, content creation and authentic product reviews.
In this session, attendees will learn:
How the Tyson Chicken team combined their internal data with data from Kroger's 84.51 subsidiaries to identify the target demographic.
How they identified and activated thousands of that target audience to drive trips in stores and down aisles.
How a unique product experience bridged at-home, online and in-store to boost both brand metrics and sales.