Tyson Foods has cut a cross-promotion deal with Viacom for on-air promos that extend its $75 million “Powered by Tyson” ad campaign.
Tyson gets product placement in shows on CBS and cable network Country Music Television (CMT) as well as special ads and vignettes on UPN, Nickelodeon and CBS.com.
Tyson products will appear in CBS’ Monday night sit-com Still Standing and in As the World Turns. Actresses from the soap opera will appear in two 15-second vignettes filmed for Tyson. Tyson also will sponsor “Family Table” vignettes on Nick at Nite.
Springdale, AR-based Tyson also will sponsor six Chef on a Shoestring and Parenting segments on CBS’ The Early Show; recipes featured on-air will be posted at www.tyson.com. (Tyson also gets four 10-second billboards on CBS.com and mentions on Early Show and CBS News Web sites.)
Tyson is exclusive tune-in sponsor for UPN’s premiere episode of Kevin Hill, starring Taye Diggs. In 2005, UPN will give Tyson on-air promos for a “Family Night” block of shows with strong family themes.
Tyson also will sponsor CMT’s Ultimate Home Makeover (including product placement) and the cable network’s “Mothers and Family Week” programming.
Tyson’s media-buying agency, New York-based MPG, cut the deal with Viacom. (Havas owns MPG and Tyson’s ad agency, Boston-based Arnold Worldwide.)
“We’re very excited about being part of this innovative effort,” said Tyson CMO Bob Corscadden in a statement. “One of the primary components of our new ‘Powered by Tyson’ communications strategy states that we’ll be seen in expected and unexpected places. This is new. It’s unexpected. It dovetails nicely with our new strategy.”
Tyson launched the “Powered by Tyson” tagline Aug. 30 with TV and print ads via Arnold (Aug. 11 Xtra).
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