| ||||
|
|
Tyson introduces new ad campaign to analysts
LITTLE ROCK, Ark. (AP)--Tyson Foods Inc. introduced what company officials said would be the largest ad campaign in its history to analysts Aug. 4, making major changes in its advertising approach and highlighting its lines of prepared food products.
Company officials said the campaign will debut next month, targeting specific demographics and emphasizing that the world's largest meat supplier offers beef and pork in addition to chicken. The "Powered by Tyson" campaign also will highlight the nutritional value of protein.
With television, radio, print and online ads, the company said, Tyson's largest integrated campaign ever will cost $75 million over one year.
"We're the only company that has beef, pork, chicken and prepared food products in all channels of distribution," John Tyson, chairman and CEO of the Springdale-based company, said at a webcast meeting in New York with analysts and investors.
He said a corporate goal is to increase sales of value-added products like prepared foods from 35 percent to 50 percent of the company's total sales over the next five years.
Bob Corscadden, Tyson's chief marketing officer, said 18 months of research showed that 90 percent of consumers associate the Tyson name with chicken, not a full range of meat products. He said the company worked with cultural anthropologists to understand the food wants and needs of different demographics to better know how to market its full range of products and highlight the importance of protein as body fuel.
"One size does not fit all. There are a myriad of ways families are brought together today, and a myriad of ways they interact with food," he said.
For instance, Corscadden said, the research showed that across demographic lines many people today are pragmatists who spend little time in the kitchen and view food as fuel, as soccer moms might. He said others view food as a labor of love and don't mind spending time in the kitchen cooking from scratch.
The research also examined the needs and interests of target audiences like the general market and black and Hispanic populations.
The ad campaign itself also marks a departure for Tyson. Corscadden described past campaigns as "warm and fuzzy" and said the company needs to be more relevant.
"Our commercials are much more humorous and have a lot more stopping power than they did in years past," he said.
Corscadden said the company worked with 90 focus groups from across the country to evaluate the ads, and Tyson saw significant jumps in brand image, momentum, relationship and preference among the groups after they saw the spots.
One television ad shows a small child kicking a football across the street and over power lines; another--with Spanish voiceover--shows a couple going strong after outlasting the competition in a salsa dance contest; a third shows a man para-sailing behind a dinghy his wife is rowing at incredible speed.
All include the question: "Have you had your protein today?"
The ads shown to analysts also highlighted prepared Tyson products such as ready-to-eat bacon and chicken nuggets that cut down cooking time.
Corscadden said the design on delivery trucks also will change, and the company plans some unusual sponsorships with organizations like USA Gymnastics and the Nascar Crew Chief Club.
"We think this is the best work we've ever done. We think consumers will really enjoy this," he said.
Date: 8/24/04
Copyright 1995-2008. High Plains Publishers, Inc. All rights reserved. Any republishing of these pages, including electronic reproduction of the editorial archives or classified advertising, is strictly prohibited. If you have questions or comments you can reach us at High Plains Journal 1500 E. Wyatt Earp Blvd., P.O. Box 760, Dodge City, KS 67801 or call 1-800-452-7171. Email: webmaster@hpj.com
 
| |||||||||||||||||||||
