SPRINGDALE, Ark., Sept. 27, 2006 (PRIMEZONE) -- A Tyson Foods, Inc. (NYSE:TSN) marketing campaign has earned a prestigious multicultural advertising award from the American Advertising Federation (AAF), the company reported today.
Three "Powered by Tyson(tm)" television commercials developed by Tyson's African American marketing agency, E. Morris Communications (EMC), won the "Mosaic Award for Multicultural Ad Campaign." The 30 second commercials use humor and insight to show how Tyson protein adds strength and energy to everyday life.
"The Mosaic and Diversity Achievement Awards recognize the most advanced, enlightened and forward-thinking individuals and corporations that have seized upon multicultural marketing to embolden their business' fortunes," said Wally Snyder, AAF president & CEO. "This year's honorees are prime examples of those who have embraced multicultural marketing techniques, best practices and diversity initiatives to improve the bottom line and stay relevant in today's competitive corporate environment."
"We take great pride in this award, which shows our commitment to effective multicultural advertising and our desire to meet the needs of today's diverse marketplace," said Sue Quillin, vice president of Marketing Services for Tyson Foods. "Our company is also committed to diversity in the workplace. We demonstrate it through such things as Tyson's Core Values, Department of Diversity Business Practices and Executive Diversity Business Council."
Eugene Morris, founder & CEO of EMC said: "After more then 30 years in the advertising industry, I have never wavered from my conviction about delivering advertising messages that reflect multicultural lifestyles in ways that are positive and respectful. This Mosaic award certainly vindicates our approach. Multicultural marketing is not merely a 'nice thing to do' -- it is a strategic business tool."
The judges in the awards competition included high-ranking representatives from general market and ethnic advertising agencies, advertisers, and media companies. In order to view Tyson's award-winning advertisements, please go to the following internet link: http://www.emorris.com/tyson.
The winning companies will receive the awards during Diversity/Mosaic Day on Wednesday, September 27, at the New York Athletic Club during Advertising Week New York.
Tyson Foods, Inc. (NYSE:TSN), founded in 1935 with headquarters in Springdale, Arkansas, is the world's largest processor and marketer of chicken, beef, and pork, the second-largest food company in the Fortune 500 and a member of the S&P 500. The company produces a wide variety of protein-based and prepared food products, which are marketed under the "Powered by Tyson(tm)" strategy. Tyson is the recognized market leader in the retail and foodservice markets it serves, providing products and service to customers throughout the United States and more than 80 countries. The company has approximately 110,000 Team Members employed at more than 300 facilities and offices in the United States and around the world. Through its Core Values, Code of Conduct and Team Member Bill of Rights, Tyson strives to operate with integrity and trust and is committed to creating value for its shareholders, customers and Team Members. The company also strives to be faith-friendly, provide a safe work environment and serve as stewards of the animals, land and environment entrusted to it.