Tyson Foods 2004 Annual Report Download - page 9

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7
In 2003, Tyson Foods conducted a strategic analysis of
the Tyson brand, its potential and its relevance to today’s
consumers. From the research, we developed an in-
depth consumer segmentation, and a simple, but
very elegant truth emerged: protein = energy = power.
As the world’s largest protein company, Tyson is
uniquely positioned to deliver this message in a real
and meaningful way.
With an already high brand awareness
of 95 percent of consumers recognizing the Tyson brand
for chicken, we needed to develop a fun and interesting
way to tell people that we are beef and pork, too.
After extensive testing, we introduced the “Powered by
Tyson” campaign in August 2004. The largest fully inte-
grated marketing campaign in Tyson history includes
television, radio, online and print ads that use humorous
situations showing how Tyson chicken, beef and pork
products can help people do things just a little better
than others. This campaign uses audience specific
messages for general market, African American
and Hispanic consumers. In addition to advertising, our
new campaign includes grass roots marketing and high
visibility sponsorships to build strong relationships with
consumers, continually inviting them to bring the power
of Tyson into their lives.
MEET TODAY’S CONSUMERS
In-depth ethnographic research has given Tyson Foods an extraordinary depth of information about our consumers.
Today we better understand not just their demographics but also their mindsets. We not only know who they are
and what they eat but also their relationship with food and protein in particular. This richness of information
enables us to more effectively create and market products to meet consumer needs and power their lives.
HOW DO YOU THINK ABOUT FOOD?
Pragmatists Food = Fuel
Wants meals to be quick, easy and affordable to
leave time for more important things in their lives
Labor of Love Food = Caring
Cooks from scratch because it’s the best way to
eat, and it shows others they care
Culinary Chaotics Food = Friction
Thinks cooking is hard work. Doesn’t really know
how to cook from scratch and doesn’t have time to
plan ahead for meals
Dissatisfied Diners Food = Frustration
Believes a real meal should be homemade, but is
disappointed there is never enough time to cook
from scratch
Fun Loving Foodies Food = Connection
Enjoys sharing a great meal with friends or
family, either at a restaurant or cooked at
home. Likes trying new foods and new places
to eat
The Young and The Restless Food = Accessory
Always on the go. Usually grabs takeout and
eats on the run
All About Me Food = Indulgence
Doesn’t care whether food is homemade or
made by someone else. Just wants the best
and is willing to pay for quality