Boosting Tyson Brand Presence at Dollar General
Boosting Tyson Brand Presence at Dollar General
Brand Strategy • Industry Consulting • Research + Insights • Creative Solutions • Media • Digital + Social
When the Tyson brand launched fresh pork at Dollar General (DG) Market, they tapped Midan to build a strategic in-store activation plan to add premium appeal. Through targeted point-of-sale signage and a digital push, we helped boost brand visibility and drive shopper engagement, attracting new customers and strengthening recognition for the portfolio, showing shoppers that you can have it all with the Tyson brand.
Midan helped the Tyson brand elevate the fresh meat set at DG, delivering a standout program that drove performance, enhanced the shopper experience and positioned them as the brand raising the bar for quality in value-focused stores.
Midan first conducted research to learn key insights about DG stores and their shoppers, including tapping into Nielsen Panel Data and conducting in-store audits across multiple states. The team found opportunities to enhance the shopping experience, and a thorough plan was developed, including visual cues, signage and in-store recommendations. Tactics were identified to attract attention, inspire purchase, educate and amplify key messages.
Midan then launched a digital campaign with DG to focus on the new Tyson pork products, driving awareness and trial while highlighting quality, freshness and natural ingredients.
The creative needed to emphasize premium quality to appeal to the value-driven DG shopper, so the campaign focused on having it all with the Tyson brand — all the flavor, all the delectable eating experiences, all the premium quality, all at an incredible value.
The results? The digital campaign successfully brought new buyers to the category and the brand. Thirty-two percent of customers were new to the Tyson brand, and of that, 30% were new to the fresh meat category. Return on Ad Spend (ROAS) was also strong across the board (over $1), with Onsite Display being the strongest tactic with $2.71 ROAS.
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