'Powered by Tyson' Commercials Receive Second Multicultural Award

SPRINGFIELD, Ark. -- Three Tyson Foods Inc. TV commercials developed by the vendor's African American marketing agency, E. Morris Communications, this week earned a Multicultural Excellence Award from the Association of National Advertisers (ANA). The company won the African American/Multicultural Campaign category.

"We're very proud of this honor and our 'Powered by Tyson' campaign, which demonstrates our commitment to meaningful multicultural advertising and our desire to meet the needs of today's diverse marketplace," said Sue Quillin, v.p. of marketing services for Tyson Foods. "We believe this honor recognizes the importance Tyson has placed on managing inclusion and valuing diversity in running our business."

Tyson Foods won a similar award in September. The company received a "Mosaic Award for Multicultural Ad Campaign" from the American Advertising Federation.

The winning 30-second commercials use humor and insight to show how Tyson protein adds strength and energy to everyday life. "We believe the campaign works because it connects with consumers -- they can see themselves in the humorous stories," Quillin said. "The spots show people doing everyday things in extraordinary ways and how Tyson plays a role in helping them achieve those goals. The campaign builds on the strong quality and trust connection consumers have with Tyson and our chicken, beef and pork products."

This year's ANA award recipients were announced at a special ceremony at the Association's Multicultural Marketing Conference last week in Santa Monica, Calif.
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