John Tallent III
CougarFEAST
100K Fans, 300% Growth, One Season
Brief
The opportunity: BYU Athletics. One of the most passionate and loyal fan bases in college sports, a university with a deeply family-oriented identity, and nation wide families looking for a gameday food experience worth talking about. I led the creative direction on a full partnership launch between FEASTbox and BYU Athletics, building a new sub-brand, a product, a content strategy, and an influencer campaign from the ground up.
The Numbers
100,000+ fans driven to the CougarFEAST webpage. 300% week-over-week growth at peak campaign momentum. A full in-stadium activation presence at LaVell Edwards Stadium during the start of the BYU football schedule.
These results weren't paid media doing the heavy lifting. They were earned through a creator-led content strategy built around the players BYU fans already trusted, and a brand identity designed to feel native to the fandom.
Brand Identity
I developed CougarFEAST as a purpose-built sub-brand: drawing from FEASTbox's established visual DNA while fully embracing BYU Athletics' colors, energy, and gameday identity. The logo system had to work on a shipping box, a social post, a stadium banner, and a video thumbnail.
Packaging - A billboard on your doorstep
CougarFEAST was a delivered product, which meant the box arriving at someone's door was the first physical brand moment, and in a social media landscape where unboxing content drives significant purchase behavior.
Social Media Hype
I directed a series of three hype videos featuring the BYU Sports Nation hosts, scripted for their voice, shot to match the energy of the show, and distributed across every social platform through our partnership network. These weren't influencer ads. They were co-created content designed to feel like an organic endorsement. These were launched on the personal social channels of our BYU talent.
Launch Video
The announcement video brought together BYU football players and the BYU Sports Nation hosts in a single piece of content designed to do two things: generate immediate hype and establish the long-term brand personality of CougarFEAST.
Marketing Support
In stadium activations, social content, and videos were created to support throughout the season.
