CLIENT
Tyson Foods
Colleen Hall, Senior Director, Tyson
Ashley Lacroix, Senior Manager, Brand Communication, External Communication
Lauren Talbert, Senior Brand Manager
Fallon Pyles, Brand Manager
Lily Chow, Associate Brand Manager
AGENCY
Christine Montaquila, Group Creative Director
Courtney Weinberg, Group Creative Director
Adam LeGrande, Group account Director
Marton Harsanyi, Strategy Director
Lindsay Deeley, VP Account Director
Melissa Smith, Managing Director, PR
Kelly Jackson , Account Director
Matt Maniscalco, Art Director
Seth Mollerup, Associate Creative Director
Chris Petersen, Associate Creative Directors
Lucia Vaughan, Designer
Anca Rhone, Group Strategy Director
Mindshare (United States)
Kari McTaggart, Director, Strategic Planning
Aliza Goldberg, Director, Strategic Planning
Natasha Stockton, Director Comms Planning
SUMMARY
Despite being America's #1 meat brand, people had no love for the brand. What they do love is nuggets. Americans love our nuggets. We took that love of nuggets and converted into love for our brand. On the national day for love, Valentine’s Day, we launched Nuggets of Love, Limited Edition heart-shaped nuggets. We encouraged people to express their love with nuggets, capturing an unfair share of attention, driving great consumer participation for a brand no one cared for before, selling out in a single day, and fostering brand love.
