Tyson Foods is unveiling a $75 million campaign later this month to tout its chicken, beef and pork products as a prime source of protein.

The yearlong campaign, "Powered by Tyson," will launch Aug. 30 and include televison, print, radio, Internet and other supporting promotions. Plus, Tyson will blanket approximately 25 million of the country's highest-spending shoppers with the "Powered by Tyson(TM)" campaign message.

The ads feature a humorous, tongue-in-cheek approach, showing people doing things a little better than others—all because they are "Powered by Tyson," according to Bob Corscadden, Tyson’s chief marketing officer.

"We have built an already-strong Tyson brand by knowing our customers, retailers and food-service operators better than anyone else," Corscadden says in a statement. "However, to win today and into the future, we must also truly understand the end consumer—the people who ultimately eat our products. We will use that understanding and insight to create great new products and services that enrich the lives of consumers. This, in turn, powers our customers, and ultimately powers success for ourselves and our shareholders."

PR Newswire, Tyson Foods