CLIENT
Tyson Foods, Inc.
Sue Quillin, VP of Mktg. Services
Libby Lawson, VP - Public and Community Relations
AGENCY
E. Morris Communications, Inc. *Lead Agency
Eugene Morris, Chairman and CEO
Yvette Fisher, SVP - Management Dir.
Vickie Casanova, Account Dir. - Client Services
Philip Salter, VP - Createive Dir.
Kates Smiles, VP - Dir. of Production and Creative Services
Deborah Easton, Associate Creative Dir.
Lucy Brown, VP - Dir. of Research and Planning
Deborah Gray-Young, VP - Dir. of Media
Michael Royston, Account Executive
Sharon Carter, Project Mgr.
Barbara Stieglitz, Producer
Monica Staco, Research Analyst
Margo Dixon, Account Coordinator
Sean Hicks, Art Dir. and Associate Creative Dir.
SUMMARY
Tyson Foods' mission is to proudly power the world with their chicken, beef, and pork products. Tyson's Powered By campaign leverages cultural cues, humor, and love of family, to demonstrate that Tyson's multi-protein products provide the energy to power busy families through busy days. The campaign connects on an emotional level and has helped establish Tyson as the multi-protein brand of choice among African-American consumers while generating some of the strongest business results in Tyson's history: significant increases in awareness, purchase intent, brand image ratings and effectiveness scores.
