Tyson Grilling Summer 2022 | “This Call for a Grill”

2023 Effie Finalist Seasonal/Event - Products / Commerce & Shopper

While summer weather is ideal for anytime grilling and holiday weeks historically deliver strong sales, the in-between time is full of few peaks and many valleys. Tyson could no longer rely only on the Big Three holidays. Our shopper, also fighting inflation, had embraced simplicity in grilling, yet was being bombarded by a culture of complicated and exuberant grilling recipes. To buck the trend, we used contextual targeting and fully integrated commerce plans to inspire shoppers to buy and grill simple, quality meats all summer long.

As lead art director for this program, my role included concept development, key visual and tactic design, program style guide layout, photoshoot planning and execution, retouching direction, and everything in between.

In-Store Displays

Print