“This summer promotion is motivated by the success of our ongoing ‘Thank You’ ad campaign, which has been delivering a persuasive and effective message to target consumers,” Tyson Foods President and CEO Richard L. Bond told the audience at the BMO Capital Markets Agriculture & Protein Conference in New York.

“We’ve historically enjoyed volume increases of up to 15% when we air TV advertising on our Tyson fresh chicken business.  We believe this is due to a great product offering that consumers demand and highly effective marketing by our product teams.”

The summer TV campaign will especially support the continued sales growth of Tyson 100% All Natural™, Trimmed & Ready™ Fresh Chicken, which includes premium cuts that do not require any additional trimming or handling by consumer.

Tyson states that within the four weeks of advertising, which will begin airing on May 19, 72%. Tyson’s key target "Moms" will have seen a Tyson fresh chicken commercial.  By the end of the campaign, the number will be more than 80%.

Bond also reported that Tyson is developing a new product line and sub-brand to meet the needs of the fast-growing Hispanic market. Tyson ¡Al gusto! ™, which means “Tyson To Your Liking”, is a line of specially-cut and flavoured products designed to make it easier for consumers to prepare traditional Latin dishes at home.