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TV Campaign to Promote Tyson Fresh Chicken

by 5m Editor
19 May 2008, at 12:02p.m.

US – Plans to drive retail consumption of Tyson fresh chicken during the summer grilling season will include a national, multi-million dollar TV campaign.

"This summer promotion is motivated by the success of our ongoing ‘Thank You’ ad campaign, which has been delivering a persuasive and effective message to target consumers," Tyson Foods President and CEO Richard L. Bond told the audience at the BMO Capital Markets Agriculture & Protein Conference in New York.

"We’ve historically enjoyed volume increases of up to 15% when we air TV advertising on our Tyson fresh chicken business. We believe this is due to a great product offering that consumers demand and highly effective marketing by our product teams."

The summer TV campaign will especially support the continued sales growth of Tyson 100 per cent All NaturalTM, Trimmed & ReadyTM Fresh Chicken, which includes premium cuts that do not require any additional trimming or handling by consumer.

Within the first four weeks of advertising, which will begin airing on 19 May, 72 per cent of Tyson’s key target "Moms" will have seen a Tyson fresh chicken commercial. By the end of the campaign, the number will be more than 80 percent, with over 60 percent of the target seeing an ad three or more times, which is an important frequency when seeking to maximize a brand or product’s impact on consumers.

Tyson officials anticipate consumer awareness of Tyson products will also be boosted by the company’s role as official sponsor of the U.S. Olympic Team and the involvement of American athletes in this summer’s Olympic Games in Beijing. As part of its U.S. Olympic Team sponsorship, Tyson is running a national contest to identify and recognize America’s Gold Medal MomTM. The grand prize winner, who will be announced on June 18, will receive a trip for two to cheer on American athletes at the 2008 Olympic Games in Beijing. Now through June 11, Americans can go to www.goldmedalmom.com to vote for the mom they think is most deserving of Tyson’s Gold Medal MomTM title.

Bond also reported Tyson is developing a new product line and sub-brand to meet the needs of the fast-growing Hispanic market. Tyson ¡Al gusto! TM, which means "Tyson To Your Liking," is a line of specially-cut and flavored products designed to make it easier for consumers to prepare traditional Latin dishes at home. Six fresh chicken items are currently being tested in Houston and Dallas. If the testing is successful, ¡Al gusto! TM will be expanded to other markets and also include beef and pork products.

5m Editor