Winning grilling season is key to Tyson's success.

They wanted us to help them own the entire occasion—not just with meat on the grill, but with the essence of the summer cookout. Of all the consumer behaviors tied to grilling, listening to music rose to the top. In previous years, Tyson partnered with Pandora radio, delivering playlists tailored to our consumers' tastes.

For summer 2021, we went a step further, creating a music making tool that allowed everyone to Grill To Their Own Beat. After submitting a custom track, visitors were entered into a sweeps for gear to help amp up their cookouts, and could shop specific Tyson grilling products right from the website.