Tyson Foods Malaysia sweeps four major awards at FMCG Asia Awards and Manufacturing Asia Awards 2023
The company’s success shows how dedication to innovation, operational excellence, and customer-centricity can thrive in today's competitive business landscape.
In the ever-evolving landscape of the food and manufacturing industry, Tyson Foods Malaysia has emerged as a true trailblazer, securing an impressive four major accolades at the prestigious FMCG Asia Awards and Manufacturing Asia Awards 2023.
Their dedication to excellence in lean manufacturing and operational efficiency earned them both the "Lean Manufacturing Initiative of the Year" and “Manufacturing Innovation of the Year,” for the Manufacturing Asia Awards.
Not stopping there, Tyson Malaysia's commitment to elevating the world's expectations of good food has been recognised with the "Campaign of the Year" and “Home Brand of the Year” for the FMCG Asia Awards 2023.
Lean Manufacturing Initiative of the Year
Tyson Malaysia's journey to excellence in lean manufacturing and operational efficiency began in response to the challenges posed by the COVID-19 pandemic. The company recognised the need to enhance operational efficiency, reduce waste, and elevate product quality. This commitment to continuous improvement led to the introduction of the 'Goal Alignment Foundation' (GAF), seamlessly integrated with the company's lean manufacturing principles.
GAF bridged the gap between frontline team members and higher management, aligning their efforts toward a shared organisational goal referred to as 'ONE TYSON.' GAF comprises three essential phases: 'Measures,' 'Reviews,' and 'Challenges.' These phases are practised by employees at all levels during daily, weekly, and monthly huddles and review meetings, ensuring everyone plays their role in achieving organisational goals.
The impressive results of Tyson Malaysia's efforts speak volumes. In 2022, the company witnessed a substantial 15.25% surge in sales volume without significant investments, with a remarkable 31% growth in the 'Nugget Segment' under the 'First Pride' house brand. These achievements expanded Tyson Malaysia's capacity and boosted revenue.
The implementation of GAF complemented the company's commitment to lean manufacturing by streamlining workflows, reducing lead times, and optimising resource utilisation. It significantly reduced waste, resulting in cost savings and improved efficiency. This bottom-up approach to continuous improvement cultivated a culture of ongoing enhancements, driving productivity gains and operational excellence.
Manufacturing Innovation of the Year
Tyson Malaysia's groundbreaking initiative, the Redzone Production System, earned them the title of "Manufacturing Innovation of the Year" under the Food category. This transformative approach has revolutionised manufacturing processes and set a new industry standard for innovation and efficiency, positioning Tyson Malaysia as a leader in Industry 4.0.
The Redzone Production System integrates real-time data collection, analysis, and reporting into production lines. IoT devices and sensors strategically placed in the production process monitor all aspects of production. The collected data is analysed, allowing proactive measures to predict and address potential issues. This data is enriched with contextual information from frontline teams to create actionable KPIs. The system generates top-loss Pareto charts, automates quality checks, and provides real-time statistical parameters to ensure processes meet customer specifications.
The implementation of the Redzone Production System yielded impressive results, including an 11% increase in overall equipment efficiency, a 6% growth in production volume, and a remarkable 44% reduction in customer complaints. This comprehensive approach to manufacturing optimisation has set new benchmarks for efficiency and quality in the industry.
Campaign of the Year
At Tyson Foods, the commitment to raising the world's expectations of how much good food can do is central to the company's ethos. The Tyson Ada Mudah Berbuka Campaign in Malaysia, titled "It’s Easy to Break-Fast with Tyson," embodies this commitment. Launched in September 2022, the campaign aimed to provide a quick and easy mealtime solution during the festive season of Ramadan, making consumers' lives faster, easier, and tastier.
The campaign focused on demonstrating that breaking fast with Tyson is quick, easy, and high-quality within just 15 minutes. Music marketing tactics, including an ear-catching jingle, were utilised across integrated communication channels to ensure the message reached consumers throughout the day.
In addition to traditional advertising, the campaign tapped into the high search for recipes during Ramadan, showcasing Tyson's product versatility with quick and easy 15-minute recipes provided by chefs and home chef Key Opinion Leaders (KOLs). The campaign also received earned media from 180 KOLs, further amplifying the message of easy and quick break-fast solutions with Tyson.
The campaign not only excelled in digital spaces but also made a significant impact in-store, with early activations, impactful in-store visibility, and repetitive jingle plays to remind shoppers. The positive feedback from consumers and high conversion rates post-trial underscored the success of the campaign in making Tyson Chicken a preferred mealtime solution during buka puasa.
Home Brand of the Year
The First Pride brand, under Tyson Foods, achieved a substantial market share growth, increasing from 26% to an impressive 30% by MAT Jul'23. This growth was driven by strategic campaigns, including House of Nuggets (HON) and Restage.
HON introduced unique flavours and innovative marketing to boost brand recall and engagement, whilst the Restage campaign revamped branding and packaging, reinforcing First Pride's market position. These campaigns exemplify First Pride's commitment to innovation and customer-centricity, enabling its remarkable market share expansion.
First Pride, a brand under Tyson Foods, embarked on a transformative journey to establish itself as the preferred choice for meat-based products in the Malaysian market. Two pivotal campaigns, the House of Nuggets (HON) and the Restage campaign, were launched to elevate brand awareness, spark innovation, and foster consumer engagement.
The House of Nuggets (HON) campaign redefined the nugget sub-category by introducing a diverse range of flavours and targeted marketing activities. It was supported by a robust lineup of assets, including a 30-second TV commercial, digital out-of-home advertising, and collaborations with Key Opinion Leaders. The campaign successfully established First Pride as a reliable source for unique nugget experiences, solidifying its market position.
Building upon the momentum of HON, the Restage campaign revitalised the brand image through rebranding and packaging redesign, resonating positively with consumers and further increasing market share.
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 jane@charltonmediamail.com.
