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Golin/Harris worked with Tyson Foods, Inc. and leading anti-hunger organization Share Our Strength to develop a three-year, $10 million cause-related marketing partnership. The partnership helped Tyson focus its long-standing commitment to giving back to communities with a national cause, build its brand by positioning the company as a leader in anti-hunger efforts, and raise consumer approval of the poultry giant. To announce the partnership, Golin/Harris conducted a made-for-media kick-off event; 20 local market media events surrounding food donations; and an internal communications campaign to create enthusiasm and participation among Tyson team members. Following the kick-off, the number of consumers who have a favorable impression of Tyson jumped 10 percent, and the company’s image as a good corporate citizen jumped 23 percent.
SITUATION
For several years, the poultry industry has been negatively portrayed in the media. Despite many proactive efforts by industry leaders like Tyson Foods, Inc., this depiction has provided consumers with an inaccurate view of the industry. According to a Custom Research, Inc. (CRI) study, only 61 percent of people had a favorable impression of Tyson Foods in April 2000.
Despite the company’s commitment to communities across the country and their involvement in everything from Little League, to local schools, to the March of Dimes, only 32 percent of those surveyed in the CRI study responded “yes” when asked if Tyson cares about communities. Based on this research, it was decided that Tyson needed to identify and support a leading national cause in order to more effectively communicate the company’s commitment to the community.
Using the Golin/Harris point-of-view document on corporate strategic philanthropy, an internal audit was conducted to distinguish areas of giving that were receiving the most support from corporate headquarters and the 80-plus local facilities. The results revealed that the majority of the company’s charitable efforts was geared towards alleviating hunger, children’s programs and community initiatives. Because the company is a leader in the food industry and can provide protein, a much sought-after nutrient in food banks, it was decided that fighting hunger would be the most strategic fit.
PLANNING
Next, Golin/Harris conducted an extensive search for the appropriate partner, identified leading anti-hunger organization Share Our Strength (SOS), and helped Tyson develop a partnership with SOS. The three-year, $10 million commitment includes a donation of 6.5 million pounds of chicken; national sponsorship of Operation Frontline; volunteer programs for Tyson team members; and advertising and marketing support.
Working with Tyson and SOS, Golin/Harris identified the following objectives for the partnership: Targeting three key audiences, including “Kitchen Executive Officers” (KEO), women aged 25-54 who are mothers and/or the primary grocery shopper in a household; shareholders and customers of Tyson; and Tyson’s 65,000 team members, a comprehensive plan was developed using the following strategies: · Introduce the program through a media event at company headquarters Key messages for the announcement included: EXECUTION Kick-Off Event To announce the partnership externally and internally, a national media event was held at Tyson’s Arkansas headquarters on May 16, 2000 and attended by hundreds of team members. John Tyson, chairman, president and CEO of Tyson Foods, and Bill Shore, founder and executive director of SOS, gave brief remarks about the partnership and its expected impact. The event culminated with Tyson team members cheering as four Tyson trucks drove off filled with a total of 65,000 pounds of chicken headed to Chicago for the first of 20 local market donation events. Surrounding the kick-off event, Golin/Harris executed a comprehensive publicity campaign that included: Local Market Media Events To continue momentum for the partnership, Tyson donated 650,000 pounds of product during the summer because this is often a time when food relief agencies see a lull in donations. Through their network of food banks around the country, SOS identified the 20 markets most in need of food donations. Golin/Harris coordinated a product delivery and media event in each market, including: Internal Campaign To create enthusiasm and participation among Tyson shareholders and team members, an ongoing internal communications campaign was developed, including: EVALUATION During the four months in which the announcement and local media events were executed, Tyson's image as a good corporate citizen jumped significantly, according to a CRI tracking study. When asked if Tyson cares about communities before the launch of the program, 32 percent of those surveyed responded "yes." Following the launch, 39 percent replied "yes" to the same question--reflecting a 23 percent increase. Those who reported having a favorable impression of Tyson increased dramatically during the same four months. Prior to the announcement of the program, 61 percent of those surveyed had a favorable impression of Tyson Foods. After the launch, that percentage increased to 67 percent – reflecting a 10 percent increase. News of the partnership reached more than 33 million consumers with branded messages, including: Tyson received highly positive feedback from their team members following the announcement, including:
· Conduct local market media events in conjunction with donations to food banks across the country
· Execute a multi-faceted internal communication campaign for Tyson team members
