Venturing to new frontiers with Tyson Malaysia

The company’s Malaysian launch wins them an award at the FMCG Asia Awards 2022.

Breaking ground in new markets can be difficult, as companies have to adapt their business models and strategies to suit the demands of a new demographic. These challenges did not hinder Tyson Malaysia, as they established their presence in the Malaysian market as one of the world’s largest protein companies, winning the Product Launch of the Year - Malaysia 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 Malaysia distinguished themselves with their phenomenal product offerings for their Malaysian customers.

Tyson Foods is committed to raising the world’s expectations of how much good food can do. Their customer-centric vision drives their commitment to continuously innovate and improve their customers' daily lives with tastier and more convenient food.

With stiff competition from established home-grown local brands, Tyson Foods first gathered information and insight on the Malaysians’ needs and challenges that they face in their daily lives, learning that Malaysians want to be able to cook for themselves or their families, hindered only by their struggle to prepare a good meal that is both tasty and nutritious due to their constantly hectic lifestyles.

Tyson stepped in as the perfect solution for Malaysians, aiming to empower them and help them serve delicious meals at home that are easy to make and nutritious with Tyson’s fully-cooked frozen chicken products.

Thanks to Tyson’s presence in the Malaysian market, customers can now easily prepare tasty meals at home within minutes, with the products featuring a triple coating process to achieve maximum crunch and a vacuum marinating method that ensures each bite is tender, juicy, and packed full of flavours.

Mass-rapid awareness was quickly needed in order to become a top-of-mind brand for Malaysians, so a campaign was launched to demonstrate how easy the preparation can be for Tyson’s quick and delicious home-cooked meals to customers. With the process consisting of only three simple steps, the message focused on highlighting the key USP of triple coating, which distinguishes Tyson's products as unique and crunchy.

Marketing focused on putting their videos forward via TV and digital channels, highlighting the crunchiness of their products, as well as dominating all the key outdoor sites around markets near Tyson’s retail stores.

Influencers helped build brand credibility as the company’s professional recommendation strategy took advantage of the experiences of influencers and reviews from confirmed customers, all through a launch event with Tyson’s celebrity chef and leading KOLs.

Tyson currently offers seven flavours that aim to satisfy every meal type, from snacks to main course meals, with both grilled and fried ranges to suit everyone's palate, and are available in key retail stores, both offline and online, with over 2,200 stores.

Thanks to positive consumer feedback, Tyson Foods has developed Tyson Chicken to be loved by customers as a mealtime solution to make their lives easier.

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].