As Americans’ appetite for snacks continued to grow, Tyson Foods Inc. needed to break through the clutter of a booming category for a successful launch of an entirely new brand, Hillshire Snacking.


Capitalizing on the high-protein snacking trend, MWWPR drove awareness for Hillshire Snacking and its portfolio of snacks with “Snack Week,” a launch pad for the brand to engage with media and consumers. The team enlisted celebrity and TV personality Andy Cohen to co-host an event for top tier food, lifestyle and entertainment media.


The “Snack Week” campaign generated more than 675 million impressions, with more than 99 percent coverage positive/neutral in tone. Further, the program contributed to incremental sales by more than 25 percent and drove dollar velocities ahead of the brand’s competitors.