Tyson Foods touts the purity of its chickens in a new campaign from DDB Chicago that is part of an overall marketing program dubbed "Tyson for families."
TV ads broke in spot markets during Sunday's Academy Awards telecast and will continue to run during family-oriented programs such as Touched by an Angel and The Wonderful World of Disney.
Three TV spots, which are complemented by print ads and radio spots, directly address health issues regarding chicken, with supers in the TV spots noting "No hormones," and "No steroids."
"Consumers are concerned about the safety of the chicken," said Priscilla Brindley, a vice president and management representative at DDB.
Voiceover in the TV spots includes what for two years has been DDB's tagline for the Springdale, Ark., poultry marketer: "We're chicken."
"We were successful in tying Tyson to chicken, now we're taking the next step and making sure to promote the quality of the chicken as defined to us by the consumer," Brindley said.
The spots do not promote specific Tyson products, although each shows a different offering.
As part of its "Tyson for families" program, Tyson is partnering with an anti-hunger group and has initiated various community initiatives aimed at demonstrating a family ethic.
Tyson spent $16 million in 1999, according to Competitive Media Reporting. K