Poultry powerhouse Tyson hands Golin dollars 1m account

SPRINGDALE, AR: Tyson Foods has chosen Golin/Harris International over four other suitors to be its first agency of record. The assignment will mean between dollars 1 million and dollars 2 million in annual PR fees for the agency.

SPRINGDALE, AR: Tyson Foods has chosen Golin/Harris International over four other suitors to be its first agency of record. The assignment will mean between dollars 1 million and dollars 2 million in annual PR fees for the agency.

SPRINGDALE, AR: Tyson Foods has chosen Golin/Harris International

over four other suitors to be its first agency of record. The assignment

will mean between dollars 1 million and dollars 2 million in annual PR

fees for the agency.



While the account will be handled out of Golin’s Chicago headquarters,

the firm has assembled a 10-person team that includes execs in

Washington, DC, and New York to work with the Arkansas-based Tyson, the

world’s largest poultry company.



Golin has been charged with a wide range of tasks, including brand

positioning, marketing communications, new product introductions, cause

marketing and community and labor relations for the dollars 7 billion

company. The agency’s work will not just be company-specific, however,

as Tyson also expects the firm to address industry-wide concerns such as

worker and food safety issues.



In US food circles, Tyson is generally credited with helping create the

concept of branded poultry products. First with its fresh chickens and

later with processed poultry items, Tyson has been able to develop a

brand identity in a marketplace where products and providers are largely

generic.



Before branding efforts by Tyson and competitors such as Perdue,

consumers routinely chose generic chicken over particular brands. Many

beef producers, who continue to sell their products unbranded, have

tried and failed to emulate Tyson’s branding strategies.



Surprisingly - especially for a company so identified with food branding

- Tyson has never had a PR agency of record. Its two in-house PR people

simply did not have enough resources to accomplish the breadth of PR

objectives Tyson will now ask Golin to handle, according to Bob

Corscadden, VP of corporate marketing at Tyson.



Corscadden, who declined to identify the other participants in the pitch

process, said Golin’s history of working with food-related companies

such as McDonald’s put it on the short list of companies Tyson

contacted. Only firms that had worked with major corporate clients were

invited to the table.



Tyson asked Golin and a second finalist to review a company case study

and make preliminary presentations on their findings, picking Golin on

the basis of those final presentations and how well personalities of

Golin’s team meshed with those of Tyson leaders. The selection process

lasted about six weeks.



While generally recognized as a marketing powerhouse, Tyson has had its

share of PR crises in recent years, such as accusations that the company

gave illegal gifts to a former secretary of agriculture who regulated

its industry.



Tyson recently reported better-than-expected quarterly earnings of

dollars 78.9 million, but acknowledged it is facing price pressures at

the moment from a market glut of chickens. The company has withdrawn

from the seafood business and might get out of the pork trade as well.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.