Tyson aims to successfully introduce and grow this new brand to an increasingly-cluttered U.S. jerky category. FRWD’s challenge when introducing Golden Island as a premium brand jerky was to convey two vital differentiators; its distinctive blend of seasonings created with spices from authentic Pan-Asian dishes, and its unique cooking process which gives Golden Island a tender, never chewy, consistency.
Some people choose a jerky based on its protein level. Others care more about flavor and how it’s made. Others love that it pairs well with a favorite cocktail. We’ve discovered who cares most about what Golden Island has to offer, and how to effectively motivate them to try it. A mix of pre-roll video, display, social, and experiential sampling is showing great promise in our first round of test & learn, prior to scaling the most successful elements in 2017.