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Tyson Launches "Thank You" Marketing Campaign

Friday, June 22, 2007

As part of an effort to help consumers become and be recognized as "mealtime heroes," Tyson Foods, Inc. (NYSE: TSN) is launching a new marketing campaign, the company announced today at the Stephens Inc. Spring Investor Conference in New York.

The new $70 million advertising and promotion plan is entitled "Thank You." "The advertising campaign will communicate to consumers in a fun, engaging way how Tyson products help make "Mom" a hero at mealtime," according to Carolyn Rehbock, Tyson Vice President of Insights and Innovation.

The marketing plan will include TV and radio advertising, plus strong consumer promotions to drive new and repeat purchases. The media will target general audiences, as well as the growing Hispanic and African American markets. The new campaign will begin in early June with ads promoting the convenience of Tyson Trimmed and ReadyTM Fresh Chicken, which is 100% all natural, hand trimmed and ready to cook. Ads and promotions highlighting the features of other Tyson products will be rolled out later.

"We're excited about the 'Thank You' campaign and how it supports our strategy of providing consumers with fresh and healthy mealtime solutions, which are either homemade with help, fast and flexible or ready now," Dave Hogberg, Tyson Senior Vice President - Fresh Meal Solutions.