TYSON MOVES TO RULE ROOST IN CHICKEN

SPRINGDALE, Ark. -- Tyson Foods here has unified its packaging and created a single ad campaign for its products in a "master branding" program designed to equate Tyson with chicken in the minds of consumers.A new "Tyson. We're Chicken" campaign created by DDB Needham, Chicago, replaces the former "Tyson. Feeding you like family" and broke Jan. 24. Tyson will be spending 30% more on its ad budget

SPRINGDALE, Ark. -- Tyson Foods here has unified its packaging and created a single ad campaign for its products in a "master branding" program designed to equate Tyson with chicken in the minds of consumers.

A new "Tyson. We're Chicken" campaign created by DDB Needham, Chicago, replaces the former "Tyson. Feeding you like family" and broke Jan. 24. Tyson will be spending 30% more on its ad budget this year than last year.

Tyson is promoting its new focus through TV commercial

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