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Tyson National Chicken Month logo. September is made for deliciousness.

National Chicken Month? We got this.

When you’re one of the world’s largest poultry suppliers, National Chicken Month is kind of a big deal. So of course Tyson Foodservice wanted to give this occasion all the fanfare and festivity it deserved. We created our September is Made for Deliciousness campaign to help celebrate this beloved protein like never before.

Our primary goal was to keep foodservice operators entertained and engaged all month long. So, we developed an interactive webpage with some real stickiness baked in. By offering new content each week—complete with a product focus, recipe inspiration, rebate offer and interactive activity—we were able to generate excitement for National Chicken Month that went beyond just a few casual clicks.

The results? Tyson Foodservice was thrilled with the number of operator engagements on our promotional webpage. And we’re confident that patrons were thrilled as well—enjoying some tasty new chicken dishes served up in the participating restaurants.

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Tyson Core Versatility feature image. Multiple recipes on a white marble background.

Versatility Has Never Tasted Better

It’s no secret that the COVID-19 pandemic took a heavy toll on the foodservice industry. Operators were faced with a whole new set of challenges, and suddenly the word “pivot” was top of mind for virtually everyone—including foodservice manufacturers.

Tyson Foodservice was quick to respond, and they enlisted us to help get the word out about how the Tyson Red Label® product line was already tailor-made for today’s leaner kitchen staffs, tighter food budgets and greater demand for takeout and delivery.

The approach was simple: use short, engaging videos to demonstrate the virtually unlimited recipe applications for core products within the Tyson Red Label® line. Promoted through paid and organic social media, these videos also drove operators to digital product booklets with more product info and recipe ideas. Pivot accomplished.

Tyson Core Versatility multi-page display of recipe videos.Tyson Core Versatility booklet covers. Featuring sliced and diced chicken breast, and boneless wings and nuggets.Tyson Core Versatility chicken sub and fry basket photography.Tyson Core Versatility partial images. Featuring the bottom of a basket and the top of brochure covers.Tyson Core Versatility Chicken Tender and Filet brochure covers.Tyson Core Versatility bottom portion of recipe pages..Tyson Core Versatility chicken tender recipe photography.

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Beans love working for you best. White text on a red graphic background.

Beans Love a Good Refresh

Bush’s Beans have always been doers, adding nutrition and protein with ease and yum factor. While that will never change, evolving the Beans Do campaign to reflect the brighter palettes and playfulness of the new retail campaign was in order. Keeping the functional spirit of “Beans Do [fill in the blank]” along with the desire to nurture and inspire foodservice operators, “Beans Love” allows Bush’s Best to communicate its platforms of support with feelings of warmth synonymous with the brand.

The approach to photography called for brighter pops of color with the propping, while making sure that the food still stood out the most. Sustainability and plant-based opportunities, the versatility of beans, and global inspiration drove new recipe development and photography as well as operator-focused tools including landing pages, tasty-style videos, and quick-tip build sheets. The global landing page also features resources specifically tailored to Colleges & Universities with promo calendar ideas and social media assets.

The Beans Love campaign exceeded expected click-through rates in digital media placements and garnered a large number of impressions. Brand unification across retail and foodservice channels (including updates on multiple existing assets) has invited operators into the warmth and supportive approach of the Bush’s brand that keeps their operational needs in mind.

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Tyson foodservice logo and tex that reads, "prep squad" on a blue background.

Your Own Personal Prep Squad

Tyson Foodservice understands what restaurant operators are up against today. Ongoing labor challenges. Heightened food safety concerns. And the prevailing need to “do more with less.” So they wanted to reach operators with a message that emphasized, “we’re ready to help.”

Marlin was ready to help, too. As we looked at Tyson Foodservice’s portfolio of ready-to-serve product solutions, we had a thought: it’s almost like the operator has a personal prep squad right there in the kitchen. And with that, help was indeed found. Our “Prep Squad” campaign was born.

Tyson foodservice prep squad help wanted poster.Tyson foodservice prep squad photograph of multiple plated recipes and Chef Kline.Tyson prep squad text with large knife, and brochure pages with cover.Multi page display of Tyson Foodservice prep squad examples.Tyson Foodservice prep squad stats on a photographic background with sliced chicken and a large knife.