Tyson Foods became the latest content partner with The Players’ Tribune, a media company founded by former New York Yankees shortstop, Derek Jeter. The multimedia platform is launching “Field Notes,” a program of branded essays, a video series and photo galleries featuring pro athletes Ken Griffey Jr., Brandi Chastain, Johnny Bench and Cal Ripken Jr. Tyson is supporting the project with shopper marketing digital content called “Legends of the Grill” which can be accessed at www.Legendsatthegrill.com.
“We are excited about our partnership with The Players’ Tribune which has given us the opportunity to tap into legendary athletes and content,” Wendyjean Bennett, director of Shopper Marketing at Tyson Foods, said in a statement. “This, combined with leveraging our shopping marketing agency, IN Marketing of Chicago, has allowed us to craft a truly unique experience for consumers this grilling season.”
Through the “Legends of the Grill” program, Bennett said, “Consumers will get to experience grilling with an athlete, new content about their favorite players, along with upping their grilling game with tips, on trend recipes and new ways to use the Tyson product portfolio, including Ball Park, Hillshire Farm and Tyson products, to make summer grilling fun and delicious.”
Additionally, Griffey, Chastain, Bench and Ripken will contribute several Tyson Foods co-branded essays for The Players’ Tribune editorial series, “Best Play I Ever Made.” The Players’ Tribune also will produce two supplemental customized video series that will appear on a Tyson Foods microsite.
“The Players’ Tribune is always looking for new and unique ways to work with brands and engage with our audience,” Jaymee Messler, president of The Players’ Tribune. “Through this partnership we were able to leverage our athlete community and premium content offerings to elevate and enhance the Tyson Foods Legends at the Grill promotion. It’s a great example of how we can collaborate with brands and connect them to athletes through authentic, compelling multimedia storytelling.”
The co-branded content debuted June 2 on The Players’ Tribune with Griffey’s take on “Best Play I Ever Made” and the first installment of the new short video series “Field Notes.” The Players’ Tribune publishes first-person stories from athletes in essays, videos series and podcasts.