Tyson Foods 2000 Annual Report Download - page 15

THE BRAND TO TRUST
The theme of the 1990s was “The Brand,” and for the past
five years, our advertising has been focused on building the
Tyson brand. Today, not only is Tyson the leading brand of
chicken in the United States, it is also the only truly national
brand of chicken. Whenever customers choose Tyson, they
know they’ve selected the best chicken money can buy.
Tyson has an 85 percent brand awareness. That means
when people see the red and orange egg-shaped logo with
the Tyson name, they think “chicken.”
What’s next? We believe it is “Trust.” Trust in the
quality of the product. Trust in the safety of the product.
Trust in the brand. Trust in the company behind the brand.
The Tyson brand stands for high quality, great-tasting chicken.
Tyson branded chicken is produced with unsurpassed atten-
tion to consistent quality, optimum variety and food safety.
This translates into our Tyson brand promise, “quality c h i c ken
you can trust.”
N ATIONAL ADVERTISING CAMPAIGN
To continue to strengthen the brand, this year Tyson Foods
launched a new national advertising campaign. “Tyson. It’s
what your family deserves.” is designed to boost brand per-
ceptions of quality, safety, value and trust. The new ads
a re p a rt of a larger marketing program called “Ty s o n
for Families” that focuses on communicating the C o m p any’s
commitment to families and communiti es t hro u g h
a d v e rt i sing, cause marketing, promotions and public
relations initiatives.
The campaign is based on research that consumers
want more information on the food products they buy.
We’ve taken the Company’s previous brand awareness and
convenience strategy one step further by focusing directly on
quality. Now that consumers think “chicken” when they
hear Tyson, the new advertising will educate consumers on
the quality aspects of Tyson chicken.
The new television spots, print ads and radio spots
inform consumers that Tyson chicken is naturally whole-
some and raised without hormones or steroids. Each ad
f e atures a different family-oriented theme, reinforcing that
choosing Tyson chicken means choosing the highest-quality
product for your family.
The new campaign is not only relevant to our consumers
but also our customers. Our customers share the same
c o nc e rns as our consumers about delivering quality chicken
with no horm o n e s or steroids.
The “Tyson for Families” campaign helps to build u p o n
Ty s o n ’s i mage with both con sumers and cu st omers and
reflects the face of Tyson – families. Tyson embraces traditional
values but is in touch with day-to-day realities, creates t ru s t
and admiration and makes our customers and consumers
feel confident in their choices.
TYSON IS QUALITY CHICKEN YOU CAN TRUST.
Taking our place.
Tyson is the first name in chicken.
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