Tyson 'Extreme Makeover: Home' Donation Dubbed Most Effective Brand Placement

SPRINGDALE, Ark. - A Tyson Foods, Inc. protein donation during ABC's popular reality show "Extreme Makeover: Home Edition" last fall not only made a lasting impression on consumers, but achieved the greatest impact on brand opinion for 2007, according to IAG Research, an analysis firm that tracks the success of television commercials through nationwide surveys.

Tyson donated more than 20,000 pounds of protein products to two hunger relief agencies during a November episode that featured the remodeling of a single-father's home in Camden, N.J.

IAG determined the company's presence on the primetime television show was the most effective brand integration placement of the year. Tyson's appearance generated a score of 394 on the brand opinion index, nearly four times the average of other companies with product placements. In fact, Tyson was found to connect better with consumers than any other advertiser in TV during the past two years.

"Tyson's donation on 'Extreme Makeover: Home Edition' clearly left a powerful and lasting impression on viewers who recognize the show's unique ability to tell a meaningful story and change lives for the better," said Carolyn Rehbock, Tyson's v.p./marketing and product innovation.

Tyson Foods' hunger relief initiatives closely align with the focus and spirit of "Extreme Makeover: Home Edition" which helps families who have undergone personal loss, physical and financial challenges in their lives.

Since 2000, the company has donated $3 million and 49.1 million pounds of chicken, beef and pork products to more than 600 hunger-relief agencies nationwide.
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