Art Direction || Design
Challenge: xx
Insight: xx
Solution: xx
Category: xx
Captured in collaboration with Michael Maes and Quriosity Productions
Challenge: Historically, the lull between Back-to-School and Holiday shows a Tyson product sales dip.
Insight: There’s a culture of creativity around Halloween that creates a hunger to express personal inventiveness in easy but unexpected ways.
Solution: We conjured up the Boo Guru, an engaging Halloween host who helps shoppers turn Tyson products into frightful and delightful expressions of creativity. We customized content per retailer based on the unique entertaining and purchase behaviors of their shoppers.
Award: Silver Effie Award – 'Multi-Retailer Program', 2021
Category: Integrated Programming, Digital, Social, Retail, Consumer Promotions
Featured recipe and promotional offer, driving 33M impressions
At Walmart, we targeted the “Halloween Hostess/WMT Entertainer”—someone who likes to host larger Halloween bashes. And so we partnered with Evite to help people better plan their party from start to finish. The Evite partnership resulted in a total of 133.1M impressions.
At Kroger, we uncovered that our shoppers are big music-lovers, so we partnered with Pandora to help them build the perfect party playlist resulting in 5.5M impressions.
Challenge: The Frozen category has struggled in recent years as consumers have embraced meal delivery.
Insight: Game Day shoppers are craving convenience, but lacking control.
Solution: Ordering delivery on Game Day is a rookie move. You’ll be lucky if it arrives by halftime. So, Tyson teamed up with Terry Bradshaw to give our shoppers the pro-tip of stocking up on crowd-pleasers from the freezer, giving them the Home Food Advantage.
Category: Integrated Programming, Digital, Social, Retail, Consumer Promotions
Resulted in +10% increase in sales during football season
Challenge: One-in-seven Americans struggle with hunger.
Insight: Nothing runs on empty.
Solution: For 2016’s Hunger Action Month activation, we developed a 360° campaign that directly connected people to the cause. Starting with the notion that nothing runs on empty – not a battery, not a car, and especially not a person – we created key campaign images by developing simple visual representations of “running on empty.” Additionally, we also used empty plates as a symbol of hunger which worked as a way to instantly call to mind the feeling of having an empty stomach. These empty plates became a platform for people to share the limitations of what they “can’t” do without proper nutrition, but also the actions they “can” take to help end hunger. We encouraged everyone to share their “can’t/can” statements through tweets, comments, conversations with families, and even through volunteering. We used every platform to reinforce how being hungry can hold you back, but shouldn’t hold you back from taking action.
Category: Digital, Social, Print, OLV, PR, Event
Award: Gold Addy for the “Film & Video, Public Service” category
