Meat + Poultry - December 2006 - 15

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'Powered by Tyson' ad campaign wins second award
The "Powered by Tyson" marketing
campaign has earned Tyson Foods,
Inc., Springdale, Ark., accolades
again, this time from the
Association of National Advertisers. The latest award, announced this
past month, recognized
a series of three, 30-second Tyson TV commercials developed by the company's African American marketing agency, E. Morris
Communications, Chicago. The ads
earned the agency the A.N.A.'s
Multicultural Excellence Award
in the "African
American/Multicultural Campaign" category.
"We're very
proud of this
honor and our
'Powered by Tyson' campaign, which demonstrates
our commitment to meaningful multicultural advertising and our desire to
meet the needs of today's diverse marketplace," said Sue Quillin, vice president of Marketing Services for Tyson
Foods. "We believe this honor recognizes the importance Tyson has placed
on managing inclusion and valuing di-

versity in running our business."
The campaign was also recognized
this past September, when it received
the "Mosaic Award for
Multicultural Ad Campaign" from the American
Advertising Federation.
"We believe the campaign works because it
connects with consumers; they can see
themselves in the humorous stories,"
Quillin said. "The spots show people
doing everyday things in extraordinary ways and
how Tyson plays
a role in helping
them achieve
those goals. The
campaign builds
on the strong
qualit y and
trust connection consumers
have with Tyson
and our chicken,
beef and pork products."
Philip Salter, EMC's creative director, said, "The ANA award is an extreme honor and recognition for the
'Powered by Tyson' campaign. The
campaign illustrates the impact of tapping into unique insights that really resonate with this consumer and connect
to the soul of African Americans."

"The campaign illustrates
the impact of tapping
into unique insights that
really resonate with this
consumer and connect
to the soul of African
Americans."

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D.O.J. investigating Smithfield-P.S.F. deal
Early this past month, the Antitrust Division of the U.S. Dept. of Justice
requested additional information from officials with Smithfield Foods,
Inc., Smithfield, Va. and Premium Standard Farms, Kansas City, Mo.,
relating to Smithfield's pending acquisition deal with P.S.F. The second
request was issued under notification requirements of the Hart-ScottRodino Antitrust Improvements Act of 1976. It is not known if the request will hold up the transaction, as Smithfield officials are hoping to
have the deal completed by the fi rst quarter of 2007. Under the terms
of the deal announced this past September, Smithfield would acquire
P.S.F. for about $693 million in cash and stock while assuming $117
million of P.S.F. debt.

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December 2006

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Meat + Poultry - December 2006

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