Bringing in poultry goodness with Tyson
Tyson International APAC wins at the FMCG Asia Awards 2022.
Many are familiar with the struggle of cooking up a good, easy, and convenient meal amidst a hectic and busy lifestyle, becoming a pain point for many consumers in the market. Tyson International APAC understood this issue thanks to consumer insight research, and they pushed Tyson’s frozen processed poultry into the spotlight, winning them the Campaign of the Year - Thailand Award at the 2022 FMCG Asia Awards.
The awards programme recognises companies and their efforts and innovations to bring success to their businesses, and Tyson International APAC’s mealtime solution for every household through their frozen processed poultry products elevated them amongst their industry competitors.
As the available options in the market were not quick and easy to prepare and even low in nutritional value, especially in protein, Tyson’s frozen processed poultry aims to become a standby food whenever consumers crave its taste or are hungry.
Mass consumers can continue with their lifestyles and activities without interruption thanks to Tyson chicken being in their freezers, and parents can always be ready whenever their kids are hungry thanks to the availability of Tyson chicken in their kitchen. For working adults, Tyson chicken enables them to worry less about a quick, easy, and high-quality meal, easing their frustrations and helping them work better.
Tyson’s campaign strategy revolved around bringing a delicious meal anytime at home, whether for craving satisfaction or simply fulfilment. The company also engaged in communication and education of its consumers on what makes Tyson the better choice for their households, establishing the brand as a must-have staple in every home.
At the moment, Tyson offers 12 flavours and styles in their frozen processed poultry product line-up, catering to every meal type from snacks to main courses, as well as offering both grilled and fried options that suit every palate.
The company launched a digital-led campaign back in August 2022, communicating to the three target customer bases (mass consumers, parents, and working adults) to reinforce Tyson’s proposition and role in consumers’ life as the go-to meal choice for every household. Digital billboards, product sampling in strategic locations, in-store visibility and recommendation by influencers and KOLs (key opinion leaders) were used in order to demonstrate Tyson’s professional recommendation strategy to drive brand talk, building credibility and consideration.
All these efforts and the use of influencer marketing, highlighting reviews, and trials earned Tyson a 10% conversion rate, double the past food industry conversion record. Continuous feedback from consumers has helped Tyson develop and deliver on their company purpose which is to raise the world’s expectations for how much good food can do.
The FMCG Asia Awards is presented by Retail Asia Magazine. To view the full list of winners, click here. If you want to join the 2023 awards programme and be acclaimed for your company's exceptional products or initiatives in the FMCG industry, please contact Jane Patiag at [email protected].