For Tyson's summer program, the challenge was to move beyond the traditional grilling-focused campaigns that consumers had come to expect. To create something fresh and engaging, we developed the "Master Your Summer" campaign, positioning Tyson products as an essential part of all the activities that make summer memorable.

At the heart of the campaign were custom activity badges tailored to each retailer, celebrating everything from backyard gatherings to outdoor adventures. To bring the concept to life, we created a series of seasonal recipes inspired by each badge and delivered them to shoppers through an integrated mix of print and digital tactics. The result was a highly adaptable campaign that connected Tyson products to a broader range of summer moments while creating unique experiences for customers across multiple retail partners.