Tyson kicks off $100m rebranding effort

SPRINGDALE, AK: Tyson Foods is planning a $100 million rebranding effort for a variety of its beef and pork product lines.

SPRINGDALE, AK: Tyson Foods is planning a $100 million rebranding effort for a variety of its beef and pork product lines.

Roughly $60 million of that will be devoted to marketing, promotions, and PR. How much will be spent on PR has yet to be determined.

The food giant is already working with four PR agencies, and will likely seek out others for specific projects, said Ed Nicholson, director of media and community relations.

Tyson currently uses Quinn Gillespie for public affairs and government relations work in Washington; Abernathy MacGregor in New York for corporate image and reputation-management work; Lopez-Negrete Communications in Houston for Hispanic media relations; and Weber Shandwick Worldwide's Chicago office on its Thomas E. Wilson line of heat-and-serve products.

The Wilson brand will disappear as part of the new rebranding effort, with its products being relabeled as Tyson offerings.

Tyson acquired Wilson and a variety of other brands when it purchased IBP, a major meat processor, in 2001.

"This is a fairly significant initiative in that we are moving a lot of products under the Tyson brand," said Nicholson. "We've done a considerable amount of research, which indicates that we have very good top-of-mind awareness for Tyson."

A $40 million ad program developed by DDB Chicago has already begun to air with the tagline, "Tyson, it's what your family deserves." Efforts to garner media attention for the new ads began before the first spots ran last week, Nicholson said.

Tyson is launching a new line of deli meats this month, with more products in the pipeline.

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