WINNER WINNER

CHICKEN DINNER

With an enviable position as a household name, Tyson chickens out at nothing to climb to the top of the pecking order. However, despite their fame, they face stiff competition from other feathered friends like Perdue and private label brands like Great Value, who are also vying for a piece of chicken pot pie.

The game plan? Convert flighty "switchers"—consumers who flit between brands—into loyal Tyson chicken fans. By getting half of these switchers to pick Tyson three more times a year, tyson can snag the #1 spot in fresh branded chicken.

And for an extra win? Coax 42% of switchers to grab Tyson just once more annually, boosting their share in the Fresh Value Added Poultry sector to a whopping 60%.

MY PROCESS

GET SMART ON THE ASK: BY DISSECTING THE ASK, I TAILOR MY APPROACH TO MEET THE SPECIFIC NEEDS AND NUANCES OF THE BRAND AND ITS TARGET AUDIENCE.
EMBRACE MATH: With MY trusty calculator, I can solve problems, turning “we think this works” to “here’s why it works.”
when in doubt, survey it out: NOTHING PROVES A POINT BETTER THAN QUALITATIVE RESEARCH. INSTAPANEL, SUZY WERE MY GO-TOS. THE DATA SHOWED US THAT CATEGORY SWITCHERS ARE BIGGER CHICKEN PEOPLE THAN EVEN THEY REALIZED.
use ai as a sparing partner: WE’RE LIVING IN THE ERA OF AI. INSTEAD OF FEARING CHAT GPT I’VE EMBRACED IT BY LOGGING OVER 100 HOURS WITH THE TOOL. Using AI AS A WRITING PARTNER, A RESEARCH ANALYST AND A SECRETARY WRITING key messages BECOMES clearER AND MORE engaging, increasing the chances of capturing the audience’s interest.
save everything: Having a comprehensive archive of materials enables ME to draw on past work for inspiration, avoid repeating mistakes, and build upon successful elements, ultimately strengthening THE final pitch. NOTHING IS FOR NAUGHT!

the insight

Top of the Pecking Order: Tyson isn't just any chicken in the coop. They're America's #1 chicken brand, standing heads and feathers above many smaller, family-owned names in the game.

Beyond the Cluck: While Tyson already enjoys high consumer awareness and satisfaction, the real egg to hatch is deepening those emotional ties. Committed to relentless innovation, Tyson brings the taste, variety, and convenience that keep families coming back for seconds.
Earn Your Wings: Our mission? Make Tyson the name every family trusts the most. By tapping into the universal desire to provide the best for loved ones, Tyson continues to earn its spot on dinner tables nationwide.
Recommended Brand Position:
The Favorite One.
The Chicken That Chicken People Choose.