Campaign Goal
The Designed with Care campaign was designed to inform and engage Tyson Foods team members across the company regarding important changes to the company’s benefits program. The campaign encouraged active participation in Open Enrollment participation which would determine benefits for the following year.
To achieve this goal, objectives ranged from establishing an overall theme for all collateral and digital assets to showcasing new health plan medical and financial programs and highlighting the company-provided tools and resources to help team members make informed decisions.
Marketing Strategy
The marketing strategy for the company focused on developing a comprehensive range of traditional and digital assets to communicate new and existing details of the Tyson Foods benefits program to all team members. Additionally, efforts were directed to boost engagement during the Open Enrollment period, introduce the updated medical coverage payment structure and ensure all team members had access to affordable and high-quality healthcare.
The strategic plan also called for leveraging strategic Human Resources partners and managers to communicate with team members, provide clear, consistent messaging, employ a multi-channel approach and support the choice of long-term commitment to sustainable, quality coverage.
Always-On Access: To provide easy, on-demand access to the benefits guide, a custom QR code was included on all campaign materials across all facilities, such as table decals and bathroom door flyers. Team members were encouraged to scan the code with their phone for instant, 24/7 access to online benefits information.
Language: Since Tyson Foods employs a dynamic workforce speaking 70 different languages, comprehension was ensured by translating several print/digital assets into other languages. Translated close captioning was included as part of the videos produced for the campaign’s library as well. Among the translated languages were Spanish, French, Arabic, Karen (Burma/Thailand), Haitian-Creole, Marshallese, Vietnamese, Burmese and Somali.
Creative Approach
The primary design element for the Open Enrollment print campaign elements centered around a red and white checkered pattern with hearts interspersed throughout, inspired by the pattern of a picnic blanket. This communicated the idea of sharing a meal, subtly referencing the company’s purpose, while also conveying the emotions of comfort, family and community. This was additionally reinforced through photography featuring diverse, happy and healthy individuals and families.
Messaging
The central theme for Open Enrollment was “Designed with Care.” The theme’s intent was to convey a sense that the Tyson Foods benefits program was not a generic, one-size-fit-all program that any company could provide, but that the benefits contained within were carefully selected to support the overall well-being of Tyson Foods team members. The concept of “with care” was repeated throughout the campaign materials, such as encouraging their team members to select their plan options “with care” and to enroll “with care.”
A stand-alone 2D animated video, “What’s New,” was released prior to Open Enrollment and illustrated key elements and new benefits. The video featured a friendly, casual conversation between a trio of workers in a break room and provided explanations of new options. Print materials, such as the annual Benefits Guide, provided specific content detailing options for the three medical plans (Silver, Gold, Platinum), why they were changing, how they work and how to decide on the right health plan. A separate series of three animated videos provided additional information on the topics of Medical, Dental/Vision and Pharmacy benefits.
The process of the three-step enrollment and the Open Enrollment dates were also vital messaging to the campaign. First, to promote the simplicity of enrollment and available assistance from an onsite enrollment counselor, by phone or with a virtual visit online. Second, to provide a sense of urgency for all team members to act within the two-week OE window.
“Encore helped our HR Department strategically increase enrollment for the 2025 Total Rewards program by engaging our team members and helping to strengthen our communications with our entire workforce. The messaging and design were creative and on-brand and helped us to raise awareness of and satisfaction with the program, as well as increasing registration by team members.”
Laurie Powell, Senior Manager, Total Rewards Literacy
