After a few year run of our trademarked Home Food Advantage campaign, Tyson wanted fresh game day work that could include NFL playoffs, college bowl games, and March Madness. Our goal was to highlight the amped up energy and recognizable imagery of a sporting event without overly relying on run-of-the-mill iconography.
We tapped into my personal football addiction to create work that would inspire fans all over the country to Feed The Frenzy with protein-based snacks rather than unsatisfying chips and sweets. My partner and I developed stadium-inspired recipes someone might grab from a concession stand at a playoff game, but were simple enough that anyone with basic kitchen amenities could do them.
We then showcased those recipes with a highlight reel thematic and a campaign line that spoke to playoff-season energy, and blended it all together with a frenetic, sports show-esque art style to deliver dynamic work that ran laps around our competitors.
