Tyson International Claims Double Victory at 2023 Manufacturing Asia and FMCG Awards
These awards recognise the company’s commitment to excellence and innovation in both quality control and customer-centric campaigns.
Tyson International APAC Ltd. Thailand, a leading player in the poultry industry, has emerged victorious with two prestigious awards at the recently held Manufacturing Asia and FMCG Awards.
Under the Food category at the Manufacturing Asia Awards, Tyson International was recognised with the "Quality Control Initiative of the Year" accolade for their groundbreaking "Zero Foreign Object Project." This initiative aimed to eliminate foreign objects in their products, ensuring the highest level of safety and quality.
The Zero Foreign Object Project was built upon three key pillars: Collaboration, Maintaining and Continuous Improvement (CI), and Best Practice Sharing. Continuous monitoring of foreign object trends through collaboration with meat suppliers, innovative solutions such as the "Jacuzzi tank" to remove foreign objects found outside the meat bag, and the implementation of stainless guide bars and stainless-steel bins have been instrumental in enhancing food safety and quality. The use of the Failure Mode and Effects Analysis (FMEA) methodology proactively analyses the risk of foreign object contamination and prioritises actions to mitigate these risks.
The impact of this project has been remarkable, with a substantial reduction in customer complaints and a perfect customer satisfaction score of 5 in the "Food Safety and Quality Category." Active export approvals to various countries such as China, Saudi Arabia, and Taiwan have opened new avenues for growth. Additionally, market expansion to the Philippines, Poland, Netherlands, Spain, and other countries promises diversity in customer expectations.
The best practices and preventive measures implemented as part of the Zero Foreign Object Project have not only enhanced product safety but also made a significant impact on reducing foreign objects in their products. Key achievements include improved customer trust, increased brand recognition, and a sustainable operation with high productivity and reduced product waste.
In 2023, the company experienced remarkable annual business growth of 8%, with expectations of sustaining 5% growth in 2024. The proactive development and transformation of their products aim to create exciting and rewarding experiences for their customers.
These successful practices have been shared across Tyson Group manufacturing sites in Thailand, Malaysia, Australia, Europe, the Middle East, and the USA, ensuring that Tyson's commitment to safety and quality extends worldwide. The consumer recognition of Tyson's brand, Kai Pan Suk, and First Pride as leading brands in safe food and quality is solid proof of their commitment to delivering the best to their customers.
In a separate win, Tyson International APAC Ltd. Thailand also received the "Campaign of the Year - Thailand" accolade at the FMCG Asia Awards for their outstanding initiative, "Tyson made ready for every football match."
The backdrop to Tyson's award-winning campaign was the 2022 World Cup, where football fans in Thailand faced a unique challenge. With more than 81 matches available for live streaming, most restaurants closed during late-night games, leaving enthusiasts in search of convenient snacks or meals.
Recognising this opportunity, Tyson leveraged its reputation as a brand known for delivering delicious, easy, and high-quality processed poultry products to cater to the late-night meal and snack needs of football lovers.
The heart of the campaign's message was simple yet effective: "You will enjoy every match even more with Tyson in your freezer." This resonated with football enthusiasts and promised an easy, delicious, and high-quality solution to satisfy their hunger during late-night games.
The campaign's success rested on a three-fold strategy. It aimed to drive top-of-mind awareness through relevant consumption occasions, establish a clear product role with insightful communication, and convert awareness into trial. This involved rapid awareness-building in digital spaces, real-time content collaborations with football watcher KOLs, and partnerships with online football programs.
Furthermore, Tyson provided trial promotion codes via e-commerce channels and engaged in co-branding with leading late-night snack and beverage brands in Thailand.
The campaign's success was reflected in Tyson's market share, which rose to No. 4 in the category, outperforming over 30 competing brands, as per Nielsen retail index. Value sales increased by an impressive 66% compared to the previous year. Moreover, brand health tracking showed that Tyson's top-of-mind awareness and aided awareness became No. 3 in the category, according to Ipsos BHT tracking.
The Manufacturing Asia Awards, presented by Manufacturing Asia Magazine, celebrates excellence in groundbreaking technologies, sustainable practices, and transformative contributions shaping Asia's manufacturing landscape. To view the full list of winners, click here. Meanwhile, the FMCG Asia Awards, presented by Retail Asia Magazine, recognises outstanding products and initiatives in the FMCG industry. To view the full list of winners, click here. If you want to join the 2024 award programmes and be acclaimed for your contributions driving Asia's manufacturing prowess or exceptional initiatives in the FMCG industry, please contact Jane Patiag at [email protected].
