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Tyson Launches “Thank You” Marketing Campaign; Advertising and promotion plan to recognize “mealtime heroes”


As part of an effort to help consumers become and be recognized as “mealtime heroes,” Tyson Foods, Inc. (NYSE: TSN) is launching a new marketing campaign, the company announced today at the Stephens Inc. Spring Investor Conference in New York.

The new $70 million advertising and promotion plan is entitled “Thank You.” “The advertising campaign will communicate to consumers in a fun, engaging way how Tyson products help make “Mom” a hero at mealtime,” according to Carolyn Rehbock, Tyson Vice President of Insights and Innovation.

The marketing plan will include TV and radio advertising, plus strong consumer promotions to drive new and repeat purchases. The media will target general audiences, as well as the growing Hispanic and African American markets. The new campaign will begin in early June with ads promoting the convenience of Tyson Trimmed and Ready™ Fresh Chicken, which is 100% all natural, hand trimmed and ready to cook. Ads and promotions highlighting the features of other Tyson products will be rolled out later.

“We’re excited about the ‘Thank You’ campaign and how it supports our strategy of providing consumers with fresh and healthy mealtime solutions, which are either homemade with help, fast and flexible or ready now,” Dave Hogberg, Tyson Senior Vice President – Fresh Meal Solutions.

According to research, many of today’s consumers want to prepare traditional meals for their families, but don’t have the time, energy or, in some cases, the cooking skills to do it. To help, Tyson is delivering convenient products, such as Trimmed and Ready™ Fresh Chicken, which can be cooked and prepared at home with minimal expertise.

For those consumers who want the flexibility of fresh, high quality foods in a matter of minutes, the company is providing more fully-cooked, easy-to-prepare products, such as Tyson chicken nuggets, patties, tenders, fillets and strips. Tyson also offers Heat ’N Eat entrees such as oven roasted chicken, frozen ingredient meats and meal kits.

Tyson’s recently opened Discovery Center is expected to accelerate the company’s new product development efforts. The Springdale, Arkansas, based research and development facility is designed to enhance the company’s ability to collaborate with customers to create new foods and bring them to market more quickly.

Tyson’s previous “Powered by Tyson” marketing campaign will not be part of the company’s future consumer products marketing but will continue to be used in other aspects of the company’s business. The “Powering” campaign was first implemented in 2004 and has been successful increasing consumer awareness of the Tyson brand as a leading source of high quality chicken, beef and pork.

A Tyson official at today’s investor conference also reported optimism over the future of the company’s beef business. “We’re hopeful because of projections for slight increases in fed cattle supplies and heavier feedlot placement weights, along with our improved focus on yields, operating costs and pricing,” said Jim Lochner, Senior Group Vice President-Tyson Fresh Meats and Margin Optimization.

Tyson Foods, Inc. [NYSE: TSN], founded in 1935 with headquarters in Springdale, Arkansas, is the world’s largest processor and marketer of chicken, beef, and pork, the second-largest food production company in the Fortune 500 and a member of the S&P 500. The company produces a wide variety of protein-based and prepared food products and is the recognized market leader in the retail and foodservice markets it serves. Tyson provides products and service to customers throughout the United States and more than 80 countries. The company has approximately 107,000 Team Members employed at more than 300 facilities and offices in the United States and around the world. Through its Core Values, Code of Conduct and Team Member Bill of Rights, Tyson strives to operate with integrity and trust and is committed to creating value for its shareholders, customers and Team Members. The company also strives to be faith-friendly, provide a safe work environment and serve as stewards of the animals, land and environment entrusted to it.

Contact: Gary Mickelson 479-290-6111


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