NEW YORK Tyson Foods said Wednesday it will unveil a $75 million integrated campaign this month to tout its chicken, beef and pork products as prime sources of protein.
The yearlong effort, "Powered by Tyson," will launch Aug. 30 and include TV, print, radio, Internet and supporting promotions. General market production and creative are via Arnold in Boston. African American and Hispanic marketing is via E. Morris Communications, Chicago, and Lopez Negrete Communications, Houston, respectively. The food-service elements of the campaign are being handled by Noble & Associates, Springfield, Mo. Online and retail trade promotions will be managed by CJRW/NW, Fayetteville, Ark.
The creative features a humorous, tongue-in-cheek approach, showing people doing things a little better than others—all because they are "Powered by Tyson," according to Tyson CMO Bob Corscadden.
"We have built an already-strong Tyson brand by knowing our customers, retailers and food-service operators better than anyone else," Corscadden said in a statement. "However, to win today and into the future, we must also truly understand the end consumer—the people who ultimately eat our products. We will use that understanding and insight to create great new products and services that enrich the lives of consumers. This, in turn, powers our customers, and ultimately powers success for ourselves and our shareholders."
—Brandweek staff report