// CPG / Ogilvy
At Ogilvy, I worked on Tyson's individually wrapped frozen chicken launch. The product solved a real problem: frozen chicken that you could pull one piece at a time without thawing the whole bag. The brief was to make shoppers think about keeping chicken in the freezer the same way they think about keeping pasta in the pantry.
Tyson individually wrapped chicken, online video
Individually wrapped frozen chicken changed the equation for weeknight cooking. Instead of defrosting a whole bag and committing to a meal plan, you could grab one or two pieces and put the rest back. The convenience factor was the product's entire competitive advantage, and the creative needed to make that click immediately.
The online video positioned Tyson's individually wrapped chicken as something you always have on hand, the same way a box of pasta lives in the pantry without a second thought. The goal was to shift frozen chicken from "meal I planned for" to "ingredient I always have."