Open Prairie
Creating an Oasis of Zen in a Hectic World
When Tyson Fresh Meats sought to increase awareness of and engagement with its Open Prairie Natural beef and pork products, the Midan creative team developed a character who invites customers seeking all-natural, minimally processed products to embrace a state of mind we call Food Zen. The launch was so well received that the Open Prairie team asked us to expand the campaign with more elements in additional markets.
We breathed life into the Food Zen concept through a breezy, animated video that playfully portrays the struggles consumers face in their daily lives — then presents Open Prairie Natural Meats as a simple choice everyone can feel good about.
All roads led to a microsite that took visitors through the Food Zen experience like a guided meditation, showing how to enjoy Open Prairie Natural Meats’ simple pleasures in a sea of life’s demands.
