Tyson Foods – new range of frozen chicken products

Derrick Lin


Agency: Pemberton & Whitefoord LLP
Creative Director: Adrian Whitefoord
Location: United Kingdom
Project Type: Produced
Client: Tyson Foods Inc
Product Launch Location: Europe
Packaging Contents: Frozen chicken
Packaging Substrate / Materials: Recyclable plastic (50% bio-base plastic for products produced in Europes)
Printing Process: 8-colour Flexography

Pemberton & Whitefoord LLP has designed a new range of frozen chicken products for Tyson Foods Inc, launched in the European Foodservice market.

Tyson Foods Inc is one of the world’s largest food companies and is renowned, particularly in the US. Recognised as leaders in protein, the food innovators wanted to expand their offering in Europe to continue Tyson’s legacy with high-quality foodservice products, helping businesses, distributors and chefs.

P&W Partner, Adrian Whitefoord, directed the project. He comments: “It was vital our creative team produce strong and communicative packaging for Tyson, which expressed a mouth-watering product serving, integrated the numerous languages, provided clarity for chefs and stood out from competitor foodservice brands. We’ve succeeded in creating the new range, a catalogue and packaging guidelines in our first project with the company. We look forward to partnering with Tyson again across their exciting and growing portfolio of products.”

Tyson’s Viken Boniekerian, Brand Marketing and Packaging Development of Europe, added: “P&W’s creative strategies and branding expertise have been instrumental in the realignment of the Tyson brand for the retail and food-service sectors in Europe. Their first class brand packaging skills are complimented by excellent project management, collaborative methodology and meticulous attention to detail. We are delighted with the professionalism and creativity that P&W continue to deliver, their strategic approach is always at the heart their commercially astute branding solutions.”

Pemberton & Whitefoord LLP is a London-based design consultancy that specialise in brand development and creation via all consumer touch-points. The company use over 30 years of experience to ensure that you optimise your brand communication channels; packaging design, NPD, corporate identity, guidelines, in-store theatre, POS, web design and advertising campaigns.

Under the Tyson flagship brand, the new range of 28 frozen poultry products is to be sold to restaurants, cafés and caterers. The 2-tier range, which caters to a broad range of consumers, includes raw, skewers, coated and fried varieties such as Southern Fried Crispy Chicken Mini Fillets and Coated Chicken Schnitzel. The ‘Speciality’ and ‘Core’ ranges are delineated by black and red packaging. The shelf-life of the products is 18-months and they are calibrated, enabling chefs to control portions whilst encouraging zero-food waste.

P&W ensured differentiation between each product via colour-coding and mouth-watering product photography, demonstrating to chefs an appetising representation of the cooked product. P&W assisted with art-directing the original product photography, captured by Stephen Conroy.

The packaging contains a total of 13 languages on back and front of pack for each product. It was essential for P&W to address the language and labelling needs of customers to help ensure the success of the Tyson brand across all European countries.