Tyson Gets Its Grill On

Tyson Foods next week will embark on an effort to drive retail consumption of Tyson fresh chicken during the summer grilling season with 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' chief executive Richard L. Bond told an audience at the BMO Capital Markets Agriculture & Protein Conference in New York. "We've historically enjoyed volume increases of up to 15 percent when we air TV advertising on our Tyson fresh chicken business...due to a great product offering that consumers demand and highly effective marketing by our product teams."

The summer TV campaign will aim to support the continued sales growth of Tyson 100 percent all-natural Trimmed & Ready 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 May 19, 72 percent 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 Mom. 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.

In other news, Tyson is developing a new product line and sub-brand to meet the needs of the Hispanic market with a new !Al gusto!, brand. Translated to "Tyson To Your Liking," the new 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! will be expanded to other markets and also include beef and pork products.

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