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    Tyson Foods to Launch Multi-Protein Branding Initiative

    SPRINGDALE, Ark. - Tyson Foods Inc., the world's largest processor and marketer of chicken, beef and pork, on Tuesday announced the launch of a $100 million fully integrated marketing campaign to extend its position in the protein industry.

    SPRINGDALE, Ark. - Tyson Foods Inc., the world's largest processor and marketer of chicken, beef and pork, on Tuesday announced the launch of a $100 million fully integrated marketing campaign to extend its position in the protein industry.

    "This is one of the most significant branding initiatives ever undertaken in the protein industry," said John Tyson, chairman of the board and CEO. "Our vision is to leverage the equity we have built in the Tyson brand of chicken over the last 68 years, and establish Tyson as the preeminent brand of chicken, beef and pork. We are making a significant investment of time and resources in bringing our vision to the marketplace."

    The campaign includes the addition of value-added beef and pork products under the Tyson brand, supported by a new $40 million advertising campaign, Tyson announced.

    New products will be introduced in every major category of chicken, beef and pork, including fully cooked, ready-to-cook, fresh, frozen and shelf stable.

    This month, Tyson is launching a new line of 31 chicken, beef, ham and turkey deli meats into the self-service deli section at grocery retailers nationwide. Other products will be introduced throughout 2003 and beyond.

    New advertising will debut in television, radio, and print media outlets nationwide, beginning the week of Jan. 20.

    Created by Tyson's agency DDB Chicago, with support from Spike DDB, the campaign continues to reinforce a family-oriented theme with the 'Tyson, It's What Your Family Deserves' tagline, which began in 2000. Spanish language advertising featuring the same look and tagline was created by Lopez-Negrete Communications of Houston.

    The advertising will be supported by $60 million in: consumer promotions, multicultural-marketing, online marketing, cause-related marketing, in-store events and initiatives specific to new product launches.

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