Tyson Foods knew that morning eating occasions were rooted in the habitual behaviors and routines of consumers. But when the COVID-19 pandemic hit, many consumers had to adjust to a life centered at home, breaking many of the predictable habits around morning eating. New financial realities and anxieties about exposure to the virus were additional factors disrupting behaviors.
About Tyson Foods
Tyson Foods, Inc. is an American multinational corporation based in Springdale, Arkansas. An innovator in the food industry, the company owns some of the most recognizable, household and commercial food brands, including Hillshire Farm, Sara Lee and Bosco’s. The company is the world's second-largest processor and marketer of chicken, beef, and pork.
Outcomes - The new platform delivered big wins:
Outcomes - The new platform delivered big wins:
The project revealed a nuanced and detailed breakdown of shifting morning habits, which Tyson Foods used to support decisions around innovation and messaging.
"The work also had implications for our targeting and messaging, and other positioning hypotheses that we can test with media and creative partners as we move forward," revealed the client.
Tyson Foods now uses the deliverables from the research—dynamic mobile reports and video showreels—as onboarding tools for new hires. These innovative deliverables help to engage stakeholders and inspire action by bringing the data to life and humanizing the experiences of the consumers that Tyson Foods aims to serve.
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