Tyson Foods has launched a multi-brand holiday shopper marketing program that features nine videos, supported by print, online, social and in-store advertising, as well as a dedicated Web site.
Called “A Season to Share,” the campaign from IN Marketing, Tyson’s shopper marketing agency, aims to help food retailer partners around the country connect with their consumers. In addition to customer email campaigns designed to drive store visits by promoting the video content and the participating Tyson brands, some retailers will show the videos on in-store TV.
Three of the videos are long-form formats starring actor and comedian Anthony Anderson and his mother, Doris Bowman. In addition to starring in his own sitcom (“All About the Andersons”) and other TV shows and movies, Anderson is a judge on “Iron Chef America.”
The long-form videos aim to break through the holiday clutter with the humorous, unscripted mother-son conversations about past holiday meals. The pair works in content about how they use Tyson-brand products like Jimmy Dean and Hillshire Farm to add twists to traditional holiday dishes.
The first Anderson video, “Friendsgiving” (below), focuses on Thanksgiving; the others focus on “The Big Holiday” and New Year’s Eve.
The additional six videos, with voiceovers by Anderson, are shorts that offer step-by-step recipes for creating the recipes he recommends.
Anderson and Bowman, as well as the Tyson brands, will promote the content.
Tyson-brand products used in the recipes also include Gallo/Galileo Salame, Wright Brand Bacon and Sara Lee. The first recipe video features a salted caramel version of Sara Lee’s Dutch Apple Pie.