Tyson® Brand: More to love

Tyson Brand, a frozen food brand, launched More to Love with a 15-second spot in America to turn big into great and a grocery-store brand into something with the high desirability of consumers' favourite fast food chicken.

Summary

Chicken is the #1 protein in America1 and Tyson Brand is the #1 brand of chicken in the grocery store, yet the brand was at a crossroads. Tyson Brand had lost some of the spark that made it stand out and was ready for a new approach—a jolt that would break free from the perception that it was just big and dependable.

We conducted multiple studies to understand the brand's perception issues, the brand's special sauce according to consumers who love it most and know it best, the best campaign articulation to create momentum, and neuro-derived insights...

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Insights Team
Bray Leino

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