SPRINGDALE, AR: Tyson Foods' in-house PR team is focusing on employee communications after the company's acquisition of Bosco's Pizza.
Completed January 18, the deal is part of Tyson's strategic plan to grow its domestic prepared foods business, said Donnie King, Tyson's president of prepared foods and customer and consumer solutions, in a statement. Terms of the purchase were not disclosed.
The Tyson internal PR team's communications strategy involved working directly with senior leaders at Warren, MI-based Bosco's to map out background information and messaging that best describes its business model and history, said Tyson spokesperson Dan Fogleman. Bosco's does not have an internal PR team, he added.
“When Tyson Foods goes through its M&A process, it's important that we develop a clear, concise message for the three most important audiences: people who work for us and for the other company, investors, and our customers,” said Fogleman. “With the Bosco's Pizza announcement, we executed a communications plan to inform the people who worked at their facility in suburban Detroit, then moved on to tell our current [employees], and conveyed the media and investor messages in the appropriate channels.”
He added that the company is handling communications for the acquisition entirely in-house. In July 2012, Tyson hired FleishmanHillard as its global AOR for integrated corporate communications.
Bosco's sales and marketing VP Craig Mulhinch and Paul Morgan, VP of Bosco's operations, will continue to manage the company's day-to-day operations. Bosco's has approximately 150 staffers, all of whom are being asked to stay on as Tyson employees, according to Fogleman. The company will become part of Tyson's prepared foods division but continue to operate under the Bosco's Pizza brand.
“It is still too early to tell exactly what the roles might be in terms of integrating some of the marketing efforts between the Tyson prepared foods division and Bosco's,” Fogleman added.
A representative from Bosco's did not respond to PRWeek's phone calls or emails.
Bosco's produces frozen pizzas for food-service and retail customers, as well as a variety of stuffed bread sticks such as “The Original Bosco Stick.”
Tyson Foods is the largest supplier of pepperoni and pizza toppings to the food-service industry.
In November, Tyson reported a 7% year-on-year revenue increase to $8.89 billion in its fiscal fourth quarter, with profit up 41%. It projected a 5% jump in revenue in its current fiscal year due to increased chicken production in China.