Tyson is the world’s largest producer of beef and pork products. Their ad agency, FCB, enlisted the help of UpShift to bring to market a new line of category-defining products called “Thomas E. Wilson”. These prepared beef and pork products were developed to appeal to today’s busy moms while capturing the quality and healthiness of home-cooked meals.

This premium line of foods demanded an elevated presence in the market to match the products’ quality and pricing.

To invoke memories of an old-time barber shop, the brand essence was determined to be homey, old-fashioned and upscale.

UpShift sought to create a destination web site for busy moms by featuring quick-preparation tips, meal variations, promotions, and fitness information. The site, built in 2004, had many ahead-of-the curve design features including scrolling windows, animations, and sophisticated color, layout and typography.

The overall approach to branding—backed by a quality product and sophisticated marketing—created a huge sales success. As a result, the brand was expanded to include lunch meats, fresh and frozen meat cuts, and fully-prepared beef and pork meals.

The award-winning site design represented UpShift’s commitment to quality design, even in the early days of the web.

Industry

• consumer goods

Deliverables

• web design
• retail displays
• sales communications
• packaging design

Entire Case Study

tyson (pdf)

More Information

tyson

upshift fact sheet (pdf)