ANDREW DOWD
Yappah! was the amazing inaugural project undertaken by the Tyson Innovation Lab. Our mandate was to find a solution to tackle food waste. Through an agile product design process, we developed Yappah!, a tasty high protein chicken chip that made use of spent grains, and post-puree vegetables. We packaged the 5 flavors into 16 ounce cans to protect them, and launched the project on Indiegogo and Kickstarter.
To truly tackle food waste, our team of specialists bored into supply chains and inefficiencies to source ingredients otherwise destined for waste. The logistical problem went hand-in-glove with a rigorous product development, which perfected craveable flavors and satisfying nutrition. Finally my piece, the product design and digital marketing. We opted for bright colors to emphasize flavors and the whimsical nature of the chicken chip in a can itself.
I directed a series of A/B programmatic ads that fielded over 50 variations of a short film to discover the optimal actor and flavor for several regions across the country, which helped us efficiently speak to the ideal consumers.
