CLIENT
Tyson Foods, Inc.
Christopher Olson, Senior Brand Manager, Jimmy Dean Refrigerated
Lauren Risetter, Associate Brand Manager
Scott Glenn, Senior Director, Jimmy Dean & State Fair
Courtney Ballantini, VP Marketing Communications and Design
Kimberly May, Director, Advertising
Clare Liston, Director, Paid Media
Meg Weltzer, Consumer Insights
Ashley Lacroix, Senior Manager Brand Communications, External Communications
AGENCY
Adam LeGrand, Executive Group Director
Jaime Mougan, Associate Strategy Director
Pat Seidel, Creative Director
Chris Rose, Creative Director
Francesca Lee, Account Director
Marton Harsanyi, Strategy Director
Jordan Hallmark, Account Director
Maddie Savin, Account Director
Giovanni Muratori, Associate Creative Director
Michael Franklin, Associate Creative Director
James Hidden, Managing Director
Isaac Pagan, Executive Creative Director
Anca Rhone, Group Strategy Director
Mindshare
Bobby Laing, Director, Partner
Natasha Stockton, Communications Planning Director, Connections+
Nate Burstein, Associate Director, Digital Investment
Don Mpindi, Associate Director, Search & Social
Katie DeRose, Associate Director, Search & Social
Brittany Rollheiser, Director, Digital Investment
SUMMARY
While Jimmy Dean’s most iconic product – Fresh Sausage Roll – performs well in the Holiday season, the brand has struggled for years to increase its sales outside of this period. It was critical for our growth to be considered a breakfast staple more often.
Eggs are the most purchased breakfast food in America, but they can be quite boring by themselves. Our solution was to prove eggs are always better with Jimmy Dean Sausage.
Through a combination of digital, experiential, and traditional tactics we increased sales, awareness and engagement.
