Tyson Powers Up $75 Million Campaign

Tyson Foods hypes protein in a $75 million marketing campaign themed Powered by Tyson.

Protein power drives print ads

The ads break Aug. 30, with online and retail promos planned as part of the yearlong campaign. Tyson will sponsor the NASCAR Pit Crew Chiefs and USA Gymnastics as part of the campaign. Tyson will host events at some 2005 NASCAR races, and two All Star Pit Crew Challenges. The food marketer also becomes associate sponsor of the USA Gymnastics post-Olympic T.J. Maxx Tour of Champions (Aug. 10, XTRA). Events, online ads and guerilla marketing support both.

Tyson will also beef up existing sponsorships of Share Our Strength, America's Junior Miss Pageant, and Watch D.O.G.S. Across America to reflect the "Powered by Tyson" theme.

In-store couponing via Catalina Marketing targets 25 million highest-spending households.

Tongue-in-cheek print ads show people doing activities a little better than others because they are "powered" by Tyson. Springdale, AR-based Tyson spent 18 months researching meat-eating trends to set its new marketing strategy, which boils down to this: protein=energy=power. Ads tout Tyson-brand chicken, beef and pork.

Arnold Worldwide, Boston, is the lead agency. CJRW/NW, Fayetteville, AR, handles online and retail trade promotions. African-American, Hispanic and foodservice extensions round out the marketing plan. The campaign introduces the tagline "Tyson. Proudly Powering the World."

Tyson became the self-proclaimed "world's largest provider of protein" with its 2001 purchase of beef and pork processor IBP, Inc. That set the stage for more aggressive consumer marketing behind the Tyson brand. Marketing research began in 2003.

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