Tyson Foods has begun a $70 million ad and promotions campaign that lauds “mealtime heroes.”
The yearlong campaign, themed “Thank You,” replaces the 3-year-old campaign “Powered by Tyson” (Promo Xtra, Aug. 11, 2004).
That tagline, designed to position Tyson as the leading supplier of protein after its 2001 acquisition of processor IBP Inc., will continue to appear on some corporate materials but not in its consumer marketing.
The new “Thank You” campaign will promote a wide range of convenience products, starting with Tyson Trimmed and Ready fresh chicken. Ads for that product break on Monday, June 11. Other product-specific ads, coupons and P-O-P will follow.
Tyson will spend the bulk of its budget on TV, radio and print ads for general-market audiences as well as African-American and Hispanic consumers.
Arnold Worldwide is the lead agency. E. Morris Communications handles African-American ads and Lopez Negrete handles Hispanic ads.
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