Tyson Foods 2001 Annual Report Download - page 11

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brands are ready
9
TOP OF MIND CONSUMER
BRAND AWARENESS TREND*
*Source: CRI, 2001 Competitive Tracking Study
With the combination of Tyson Foods and IBP, the new
company has a tremendous portfolio of retail and food
service brands to complement existing brands in chicken,
prepared foods and tortilla products. Tyson Foods is the
only nationally branded chicken company. When shown
the Tyson logo, 91 percent of respondents said “chicken”
in an unaided brand association study. A CRI tracking
study shows when consumers are asked to name a
brand of chicken, respondents said “Tyson” first 51
percent of the time, making Tyson one of the leading
food and beverage brands in America.
In addition to its dominance as a brand in foodservice,
IBP had already begun establishing the first national
retail brand of case-ready red meat with Thomas E.
Wilson fresh beef and pork. Individually quick frozen
steaks and pork chops and a new line of seven fully
cooked, refrigerated dinner meats also now appear
under the Thomas E. Wilson brand.
Thomas E. Wilson was a meat industry innovator at
the turn of the 20th century. He was a highly respected,
hardworking individual who was a strong believer in
family and community. He was well known as the
founder of the Boys and Girls Clubs and as chairman
of the board for the 4-H Club. The Thomas E. Wilson
signature and quality seal on the package convey a
sense of trust. The logo evokes an image of dinner as
the focal point of family life and meat as the center-
piece of dinner.
Tyson Foods will continue focusing on the Thomas E.
Wilson and Tyson brands through radio, television and
print advertising. We will also maintain strong regional
consumer brands in chicken with Weaver and in
processed meats with brands like Russer and Wright
Brand bacon, as well as strong foodservice brands such
as Doskocil Foods, Jac Pac and TNT Crust for pizza
toppings and crusts, fully cooked roast beef, meatballs
and other fully prepared products.
Tyson Foods’ brand building strategy includes strong
advertising campaigns emphasizing quality products
made by Tyson team members, as well as programs
designed to strengthen the Company’s reputation by
demonstrating commitment to social and environmental
responsibilities, food safety, nutrition, communities and
growers, which all build on the Company’s promise,
“Quality food you can trust.”
1999 2000 2001
40%
47% 51%