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Summer has historically been a time of sun, fun

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and endless optimism for Tyson food brands,

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but supply chain challenges

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and inflation driven price heights

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threatened to rain on the parade.

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Tyson couldn't just rely on the big three holiday weekends

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to deliver strong sales to truly win.

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They needed to get shoppers fired up

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to grill all summer long.

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With the grilling culture focused on tricked out techniques

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and complex, expensive add-ons,

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we focused instead on the grilling Griffins a target

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who craved simple grilling solutions.

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This back to basics approach matched perfectly

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with the simplicity of Tyson's quality proteins

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and ease of preparation.

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Speaking our targets language was one thing.

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Motivating them to purchase more Tyson products

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and grill more frequently was a whole other story.

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So our idea was

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to fire up the tastiest rallying cry of summer.

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This calls for a grill along with delicious ways

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to make summer's sizzle.

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Now, we knew 62% of grillers would like

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to grill at least once a week,

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but identifying the purchase moment was tough, especially

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because 70% of grillers decide to grill that very same day.

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So we needed to motivate both those

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who were actively planning right

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along with those who weren't.

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Knowing that weather was a huge impetus

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for spontaneous grilling occasions.

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We used dynamic digital creative

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to deliver customized content based on hyper-targeted real

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time weather triggers.

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We also identified 19 contextual moments relatable

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to our griffins and pinpointed when they would be most

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receptive to our messaging.

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To drive awareness and product discovery, we partnered

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with retailer influencers to position Tyson products

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as convenient quality ways to satisfy cookout cravings.

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From there, we sent the Griffins

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to our retailer landing pages to peruse our proteins

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and start filling up those shopping carts.

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For those already in a grilling state of mind,

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we hit them at key touchpoints with a strong CT,

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a major appetite appeal

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and simple recipes to entice them

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to choose Tyson brands in store.

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We served up custom designed creative

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to inspire the Griffins

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to always have Tyson products on

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hand whenever the mood strikes.

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To further amplify, we executed customized programs at nine

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key retailers like Walmart, where we partnered with Bimbo

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to tempt them in the red aisle

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and admire where we partnered with private label condiments

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to entice them with added value to keep the cookouts coming.

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We continuously fanned the flames of grilling passion

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and drove repeat purchase by retargeting our Griffins

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with compelling display banners.

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The results. We drove more trips to the store,

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gained incremental display

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and increased overall sales,

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making this campaign a smoking success.