CLIENT
Tyson Foods
DESCRIPTION
Tyson is committed to sustainability and ensuring every part of the chicken serves a purpose as a solution for its partners. But not everyone knew about the crucial work its animal nutrition group does to create top-notch ingredients for animal feed, pet food, and aquaculture. That's where Celtic stepped in. We gave the division a clear brand identity and a new name, highlighting its focus on sustainability. And the campaign that followed? Well, it just reinforced how vital this division is to the company mission.
SERVICES
Strategy and Planning
Brand Positioning /
Business Unit Naming
Sustainability Messaging
Advertising Campaign
Web Site
Collateral Support
Trade Show Experience Design (Domestic & International)
Everything But the Cluck
SEPARATING TYSON FROM THE REST
Tyson is not just about ingredients. They deliver innovation, sustainability, and partnerships and are constantly working on new ways to improve animal feed, pet food, aquaculture feed, and even human food. Being vertically integrated, Tyson controls every step of the process, from hatching-egg production to distributing the final product. To set them apart, Celtic came up with a new divisional name that reflects a solution-oriented approach. And to make sure the message hit home, we used language straight from the Tyson team members.
Celtic devised a campaign for Tyson Ingredient Solutions aimed at telling a broader story about what they do.
EXTENDING THE STORY
Celtic crafted a brand narrative that highlighted Tyson as a company thinking about the world for future generations. Understanding the importance of sustainability, Celtic delved deep into Tyson's ethos and operations to uncover the essence of their commitment to environmental responsibility. Through extensive research and collaboration with Tyson's team, Celtic developed a compelling narrative that showcased the company's dedication to sustainable practices and resonated with ingredient decision-makers.
Tyson sustainably feeds the world with one of the fastest growing protein brands.
CREATING MEANING WITH EVERY TOUCH
Celtic recognized the importance of consistency across various brand touch points. Whether it was digital platforms, trade show experiences, or advertising channels, we ensured that our messaging, visuals, and tone remained cohesive and aligned with the division's identity and objectives. By maintaining this consistency, we established a strong and recognizable brand presence that resonated with the target audience and fostered credibility.
Establishing brand consistency strengthened the connection to the audience even more.
35%
increase in website visits
RAMPING UP OPERATIONS
THROUGH WEB TRAFFIC
The Tyson website saw a 35% increase in visits during Q1 after the campaign launched, which drove substantial growth in international raw material sales, while doubling manufacturing capacity utilization to almost 90%.
CHRIS LEHR, DIRECTOR OF CLIENT SERVICES, CELTIC CHICAGO
Celtic was tasked with developing a fresh brand narrative and campaign for the Tyson Ingredient Solutions division. To gain an intimate understanding of the operation, our brand team embarked on a firsthand tour of the production rendering facilities and participated in "Tyson Chicken School" to immerse ourselves fully in the business and culture. This firsthand experience provided us with a unique perspective of the organization, which played a pivotal role in shaping the brand.
AGRICULTURE
Wait! There's more.
