Tyson Foods Targets Moms in New Campaign
Last updated Wednesday, June 6, 2007 8:58 PM CDT in Business
By Kim Souza
THE MORNING NEWS
"Thank You, Mom" will hit the airwaves on June 11 and Springdale-based Tyson Foods is betting $70 million that it will strike a chord with consumers.
The company revealed its new marketing strategy Thursday at the Stephens Inc. Investor Conference in New York.
The new campaign will replace the award-winning "Powered by Tyson" strategy adopted in 2004, which the company deemed highly successful in raising brand recognition at the consumer level.
"To fully capture the opportunity out there we need to deliver a fundamental step change in our business (marketing) every year or so," said Dave Hogberg, a senior vice president for the company.
He said the changes are consumer driven and there is no aspect important to consumers that the company doesn't evaluate.
The new campaign is a departure from the former, said Tom Jansen, chairperson for the Marketing and Logistics Department at the University of Arkansas.
The "Powered" campaign focused on health and had a masculine feel, Jansen said.
The "Thank You, Mom" strategy is angled more at females and provides an emotional tug, he added.
The present campaign focuses on the importance of free time -- a commodity desired by families, Hogberg said.
One strength, Jansen found in the plan was the lead product for the campaign -- trimmed and ready fresh chicken.
"It's like the salad in the bag," Jansen said, "A simple but versatile meal option."
Hogberg said the "Powered" campaign made Tyson Foods a household name in all three protein categories stressing the importance of protein in the diet.
The "Thank You" campaign takes that brand recognition a little further in hopes of drawing an emotional tie to the brand.
"We know that an emotional connection is a key driver in the consumer's willingness to pay more for a product," Hogberg said.
The new campaign singles out mom, which Jansen said is part of a growing segment to capture a trillion dollar market, according to the Instore Marketing Institute.
Maria Bailey, CEO of the BlueSuitMom.com, has written two books on the subject of marketing to moms -- an industry she says holds more than $1.7 trillion dollars of buying power.
Bailey said, moms spend more when there is an emotional payoff with the family.
Jansen said most successful ad campaigns target specific consumers, most often those making the buying decisions.
Arnold Worldwide of Boston, Lopez Negrete of Houston and E. Morris Communications of Chicago are working with Tyson Foods on the new campaign.
At A Glance
Marketing Strategies
Jan. 20, 2003: Tyson Foods announced it would spend $100 million on a new branding initiative to expand its equity beyond chicken making consumers aware of the company's "kitchen friendly" beef and pork products.
Aug. 4, 2004: Tyson Foods debuted its "Powered by Tyson" campaign with $75 million in media support.
June 6, 2007: Tyson Foods unveiled the new "Thank You" campaign with $70 million appropriated for media support.
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