The largest Tyson deli promotion to date, including a sweepstakes, instant win prizes, a celebrity spokesperson, a custom game, email blasts, online and in-store coupons, and in-store merchandising. An estimated 7,000 stores participated in the promotion, and 80% of those accounts showed substantial volume lift over the previous year. Increases in boneless wing volume of up to 108%, and the program drove an incremental positive EBIT over the previous year.
The largest credit union in Ohio, Wright-Patt Credit Union was seeking to increase their market share in mortgage lending. Catalyst developed a complete integrated campaign including both traditional media as well as dedicated mortgage microsite, all in keeping with the WPCU brand position and image. Since the launch of this campaign, WPCU has seen a huge increase in online applications.
Tyson Foods came to Catalyst for our expertise in taking the Russer brand position to the market. To ensure consumers understood that the Russer brand of meats and cheeses meant Authentic New York Deli Taste, everything about Russer had to communicate this idea. Using the research as our guide, Catalyst developed the Russer brand visuals, used in Russer brand brochures, retailer hot sheets, selling guides, point of purchase displays, trade show graphics, and a micro-site, www.nydelitaste.com.
Catalyst worked with DreamWorks Animation and Tyson to develop this promotion timed for the release of the film Monsters vs. Aliens on DVD. The promotion included in-store point of sale materials, money saving coupons, and a sweepstakes with a grand prize trip.
Catalyst developed and executed the entire national media plan for Maple Leaf Farms, including national print and television as a broad overlay to more targeted "heavy-up" campaigns in several carefully selected markets. The DMAs were chosen based on Maple Leaf distribution, demographics, and key sampling opportunities at major consumer events. Leading up to the events, Catalyst placed local television, radio, billboard, direct mail, and newspaper advertising. Catalyst also worked with local media to acquire any value-added on behalf of Maple Leaf Farms.
Tyson partnered with DreamWorks Animation to promote the DVD release of Kung Fu Panda alongside kid-friendly popcorn chicken. In addition to counter cards, posters, and tear pads, this promotion also featured an innovative, microwaveable packaging solution.
One of the most successful promotions in Tyson Deli history, this campaign was used in nearly 8,000 retail grocery stores nationwide. The promotion included a co-promo parther, Lipton, in-store POS, a microsite, sweepstakes, and instant-win prizes. Over 5,000 retailers participated nationwide, with 50% showing volume lift of bone-in wing product, and 60% showing volume lift of boneless wing product.
Based on consumer insights and research, Tyson deli developed a line of gourmet wrap sandwiches to sell into retail. Catalyst developed custom packaging that is distributed with the product to retail delis. To launch the product, a full merchandising materials program was developed, including counter cards, clings, wobblers, and posters.
Sporting events such as the March college basketball tournament are key selling periods for Tyson Deli. Catalyst developed this promotion that included a carry-out bucket for wings. Over 8,000 retailers participated in the promotion, and one retailer sold out of 50,000 buckets in days and had to reorder. During the promotion there was a significant lift in sales over the previous year.
Tailgating season is a key selling period for handheld snacks like wings and boneless wings. This promotion featured high-impact in-store merchandising, along with a coupon, and a sweepstakes with exciting grand prizes and the opportunity to win prizes instantly by logging on to the promotion microsite. Over 5,500 consumers registered, and entered over 100,000 times.
