Tyson wanted a new “Big Game” campaign that could include College Bowl Games and March Madness. They wanted to highlight the amped up energy of the season while still standing apart from every other brand relying on players in generic sports jerseys in front of stock images of stadiums.

Our solution was encouraging consumers to bring home snacks that would Feed The Frenzy of their party’s cravings in a way that boring chips and dip never could. We developed stadium-inspired recipes someone might grab from a concession stand at a playoff game, but could make them out of already prepped ingredients and Tyson products that require no more than an oven or microwave.

We then paired highlight reels of those recipes with a campaign line that spoke to playoff-season energy, and a frenetic, athletic-like art style to deliver dynamic work that stood apart from the competition.