Using its consumer-trusted name, Tyson Foods is launching a new $100-million marketing campaign to tout its chicken, pork and beef products.         

According to a company news release, Tyson officials believe the addition of value-added pork and beef products under the Tyson name will create a significant brand. The advertising and marketing campaign launched in January.

“This is one of the most significant branding initiatives ever undertaken in the protein industry,” says John Tyson, chairman of the board. “Our vision is to leverage the equity we have built in the Tyson brand of chicken during the last 68 years, and establish Tyson as the preeminent brand of chicken, beef and pork.”       

Tyson got the ball rolling early this year, with a new line of 31 chicken, beef, ham and turkey meats in the self-service deli section at grocery retailers nationwide. The company followed up by shipping 14 heat-and-eat beef and pork roasts, hams and pork tenderloins.

The third introduction was a new eight-item line of Tyson branded individually frozen steaks and pork chops. It will roll out on the West Coast, with plans to go national later in the year.

Later this year, the company will introduce a several new value-added chicken, beef and pork products including Tyson branded ready-to-cook and pre-cooked bacon.