030144 Tyson Announces Multi-Protein Brand Initiative

Springdale, AR - Tyson Foods, Inc. announced the launch of a $100 million fully integrated marketing campaign to extend its number one position in the protein industry. In addition to expanding and improving the world's most extensive array of chicken products, the unparalleled move will offer customers and consumers a broad selection of value-added beef and pork items -- all marketed under the Tyson brand name.

"This is one of the most significant branding initiatives ever undertaken in the protein industry," said John Tyson, Chairman of the Board and Chief Executive Officer. "Our vision is to leverage the equity we have built in the Tyson brand of chicken over the last 68 years, and establish Tyson as the preeminent brand of chicken, beef and pork. We are making a significant investment of time and resources in bringing our vision to the marketplace."

"The addition of value-added beef and pork products under the Tyson brand will create a significant brand presence in every sales and distribution channel, and will be supported by a new $40 million advertising campaign," added Tyson.

Integral to Tyson's strategy is the continual introduction throughout 2003 and beyond of new products in every major category of chicken, beef and pork, including fully cooked, ready-to-cook, fresh, frozen and shelf stable. Our plan is to complement our number one position in chicken with ever-expanding lines of value added chicken, beef and pork.

Strategy Supported by Extensive Research

Tyson's move is supported by extensive research, showing the Tyson brand has 95% recognition among consumers. In addition, 9 out of 10 of consumers believe it is appropriate for the Tyson brand to appear on other meats, like beef, pork and turkey, because of Tyson's history of producing great tasting, trusted, quality chicken based products.

"Since the new company was formed 16 months ago, we've talked extensively to our consumers and customers and found that across the board, Tyson is one of the strongest and most trusted brands in America," said Bob Corscadden, Tyson's Senior Vice President and Chief Marketing Officer. "We're confident that consumer and customer acceptance in new proteins and categories will grow just as it has behind recent introductions of Tyson branded case ready pork, canned chicken and other shelf stable products.

Building the Tyson Line of Products

This month, Tyson is launching a new line of 31 chicken, beef, ham and turkey deli meats into the self-service deli section at grocery retailers nationwide. "These are true deli quality products that consumers have asked for," Corscadden says. "The natural shapes and quality ingredients make each slice look and taste as if it were sliced fresh in the deli."

Next month, the company will begin shipping under the Tyson brand 14 heat and eat beef and pork roasts, hams and pork tenderloins. These products address the continuing consumer need for speed in the kitchen. These high- quality, great tasting products are ready to eat in only 5-7 minutes.

Additionally, the company is rolling out a new eight-item line of Tyson branded individually frozen steaks and pork chops. These new products will complement its popular frozen ready-to-cook IQF chicken items. The introduction will start on the West Coast, with plans to go national later in the year.

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

New Advertising to Launch January 20

This new branding initiative will be supported by the most comprehensive, fully- integrated marketing effort in Tyson's history. At the heart of the campaign is new advertising, which will debut in television, radio, and print media outlets nationwide, beginning the week of January 20.

Created by Tyson's agency DDB Chicago, with support from Spike DDB, the campaign continues to reinforce a family-oriented theme with the 'Tyson, It's What Your Family Deserves' tagline which began in 2000, and introduces the consumer to Tyson branded, chicken, beef and pork. Spanish language advertising using the same look and tagline was created by Lopez-Negrete Communications of Houston. Through visually appealing product photography, all advertising communicates the high level of quality products consumers have come to expect from Tyson.

The advertising will be supported by $60 million in: consumer promotions, multicultural-marketing, online marketing, cause-related marketing, in-store events and initiatives specific to new product launches. A completely remodeled Web site, www.tyson.com, offers new chicken, beef and pork recipes in addition to product information.

Tyson Foods, Inc., founded in 1935 with headquarters in Springdale, Arkansas, is the world's largest processor and marketer of chicken, beef and pork. Tyson Foods produces a wide variety of brand name protein-based and prepared food products marketed in the United States and more than 80 countries around the world. Tyson Foods is the recognized market leader in the retail and foodservice markets it serves. The Company has approximately 120,000 team members and 300 facilities and offices in 29 states and 22 countries.

ADVERTISING FACT SHEET

Tyson Foods Inc. is launching a new $40 million advertising campaign to extend the brand's premiere position in the protein industry. In addition to supporting the world's number one brand of chicken, the campaign will spotlight a wide array of new beef and pork products being marketed under the Tyson brand.

The most comprehensive campaign in the company's history is part of a $100 million fully integrated marketing effort. Advertising in trade and consumer print, radio and television media outlets will be supplemented by consumer promotions, multicultural- targeted marketing, online and in-store marketing initiatives and ongoing new product launches.

The new creative from DDB Chicago, Tyson's agency of record for eight years, with support from Spike DDB, includes 12 print ads, five :30 television commercials and three radio ads. In addition, Lopez-Negrete Communications of Houston, Tyson's Hispanic marketing partner since 2000, will mirror the campaign, targeting it to Hispanic consumers.

The ads continue to reinforce a family-oriented theme with the 'Tyson. It's What Your Family Deserves' tagline introduced in 2000, and were designed to shine the spotlight on the product. "While the 2002 creative emphasized the emotive connection between family ties and mealtime, the new ads focus squarely on our quality chicken, beef and pork products," commented Bob Corscadden, Senior Vice President and Chief Marketing Officer.

As part of the company's commitment to families, Tyson is a sponsor of the Family Friendly Programming Forum. The Forum is dedicated to supporting and developing television shows designed for families during primetime hours. The company's television media plan will support the goals of the Forum and will air on both network and cable.

Radio spots will run on national network stations. The consumer print ads will be seen in general interest, women's and lifestyle publications such as People, Ebony, Parents and Latina. The company also is unveiling new trade advertising that will run in publications such as Deli Business, Frozen Food Age, Meat & Seafood Merchandising, Meat Retailer, Progressive Grocer, Shelby Report and Supermarket News.

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