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Clorox-Tyson Case Study
In January 2024, we launched a strategic multi-vendor partnership campaign with Hidden Valley Ranch and Tyson to expand market reach and drive higher sales.
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Executive Summary
The multi-vendor campaign resulted in significant sales and incrementality increases for Hidden Valley compared to their single-brand campaigns. Utilizing Dollar General Media Network’s (DGMN) advanced measurement capabilities, we provided detailed incremental metrics for each vendor, enabling a clear understanding of individual sales performance.
Campaign Overview
Hidden Valley Ranch and Tyson Any’tizers collaborated on a multi-vendor campaign, promoting a unique offer that paired two meal prep items. Running January 15 to April 8, 2024, the campaign aimed to drive incremental sales and reach incremental shoppers across two major sporting events, Big Game and March Madness.
Creative Execution
The campaign featured co-branded creative with engaging taglines highlighting Hidden Valley Ranch’s superior flavor and driving relevant snack and meal occasions such as “Make Mealtime a Feast of Flavor” and “Dunk. Bite. Repeat.” The promotional offer included a $2.50 discount when purchasing Hidden Valley and Tyson Any’tizers products together. Notably, the promotional creative outperformed the equity creative versions by 20%, demonstrating that a cost-savings message resonates with the DG customer.
Ali Smayo, Shopper Experience Brand Manager, Clorox
Campaign Results
The collaboration yielded impressive results, with Hidden Valley Ranch experiencing a 2X increase in sales when co-branded with Tyson. For Tyson, the collaboration brought them a 14% unit lift. This success highlights the campaign’s effectiveness in attracting new customers and boosting sales through strategic co-branding.
$5.94
HIDDEN VALLEY IROAS
13%
HIDDEN VALLEY INCREMENTAL SALES LIFT
$445,562
HIDDEN VALLEY INCREMENTAL SALES (PRIOR HIDDEN VALLEY SINGLE BRAND CAMPAIGN YIELDED A N/A IROAS)
$9.95
TYSON IROAS
14%
TYSON INCREMENTAL SALES LIFT
$746,004
TYSON INCREMENTAL SALES