Highlights
SuperBloom inserted Tyson into history's greatest moments with a new platform that transformed nostalgia into historical parody, reminding people the world's most beloved poultry has always been there.
Tyson
Always Been Tyson
Challenge
AMERICA'S FAVORITE CHICKEN BRAND WAS LOSING THE CONVERSATION.
For nearly a century, Tyson helped shape how America eats chicken. But changing consumer habits, challenger brands, and a new generation of food culture had eroded its perception as an innovator. The challenge wasn't simply selling more chicken. It was restoring Tyson's relevance, re-establishing its leadership, and introducing a new generation to the brand behind America's favorite protein.
For Tyson’s full-funnel brand relaunch, we partnered with Creative Collective director Vincent Peone to reimagine moments from history with a playful sense of humor, showing that Tyson has always been there.
Unexpected Insight
90 YEARS. STILL ON THE MENU.
From food hacks and air fryer culture to "we have McDonald's at home" recreations of chicken recipes trending in the zeitgeist, people were transforming everyday meals into creative acts of self-expression. Chicken wasn't becoming less important. It was becoming more personal. The opportunity was to reposition Tyson not as a food manufacturer, but as the brand that empowers modern eaters to remix, reinvent and make chicken their own.
Our Mid-Funnel Storytelling work showed how Tyson fits naturally into everyday eating occasions, carrying forward the playful world of "Always Been Tyson."
We partnered with Creative Collective members like director/photographer Evan Tanaka on short-form video, social, shopper, and e-commerce content, giving audiences new reasons to choose Tyson.
Big Idea
FROM CATEGORY LEADER TO CULTURAL LEADER.
To celebrate Tyson's 90th anniversary, we developed Always Been Tyson, a 360 brand relaunch designed to restore the brand's status as an American icon. Through the new brand platform, refreshed visual identity, and integrated campaign, we reintroduced the brand as the original poultry leader. We inserted Tyson into pivotal moments throughout history, reminding audiences that while food culture evolves, Tyson has always been there.
SuperBloom makes Tyson Foods' biggest sports partnerships work harder, from the Cowboys, Chiefs and Packers to its deep Arkansas roots.
We turn those partnerships into real moments of connection between Tyson, the teams, and the fans who love them.
Results
Successfully repositioned Tyson
from commodity protein brand to cultural icon
Established a new long-term brand platform
for future campaigns
Created a scalable creative system
spanning brand, retail and social
Reintroduced Tyson's innovation story
to a new generation of consumers
