DDB Pushes Tyson as Hormone- and Steroid-Free

Expanding its effort to address concerns over food quality and purity, Tyson Foods touts its chickens as steroid- and hormone-free in a $20 million national print effort from DDB Chicago tagged, “It’s what your family deserves.”

It’s the second year for the family-oriented, no hormones, no steroids effort. Last year, a TV, print and radio campaign from DDB also addressed the issue, part of a “Tyson for families” program in which the company partnered with an anti-hunger group and involved itself in community initiatives.

The current ad push follows an offer by Tyson, the country’s largest poultry concern, to dominate the meat processing market with a $2.8 billion bid for IBP, the No. 1 beef and No. 2 pork producer in the U.S.

The no steroids/hormones platform evolved from research showing consumers were worried about eating chicken after reports by medical experts that in part blamed a variety of health disorders, including ab-normally early puberty, to steroids and hormones in beef, pork and chicken.

“It’s a real concern. Beef gets steroids. But our poultry is emphatically hormone/steroid-free,” said Bob Corscadden, senior vice president of advertising at Tyson. “We want our customers to trust us, knowing they can safely feed their families Tyson poultry that is healthy.”

Indeed, when Tyson broke its first such effort last year, sales shot up 25 percent, with top-of-mind awareness among women aged 18-54 reaching 46 percent (up from 30 percent).

The new effort from DDB includes five print ads showing staffers and their kids who gathered at Tyson’s 65th anniversary last fall. The full-page ads will run January to September in a slew of national titles, including Family Circle, Fitness, People and Ebony.

Creative mixes black-and-white photos with color to stress the very real concern and “underscore the importance of family to Tyson,” said Cindy Bruckner, creative director at DDB.

One ad shows a toddler on his dad’s shoulders next to copy that reads: “You’d always give him a cozy place to dream if you could. You give him quality chicken with no hormones and no steroids because you can. Tyson: It’s what your family deserves.”