• by Nina Lentini  @Nina_Lentini, June 7, 2007

Tyson Foods, the world's largest processor and marketer of chicken, beef, and pork and the second-largest food production company in the Fortune 500, is launching a $70 million campaign aimed primarily at mothers who feel guilty because they can't or won't put a "traditional meal" on the family table.

The campaign, which is called "Thank You" for no apparent reason, "will communicate to consumers in a fun, engaging way how Tyson products help make 'Mom' a hero at mealtime," says Carolyn Rehbock, vice president/Insights and Innovation, in a press release. Tyson did not return a phone query by press time.

The processed food giant is following in the steps of Nestle's Stouffer and KFC, both of which came out earlier this year with campaigns designed to leverage maternal guilt about proper family nutrition.

The marketing plan will include TV and radio plus "strong consumer promotions to drive new and repeat purchases," targeting not only the general population but the growing Hispanic and African-American markets as well.

Ads running now promote Tyson Trimmed and Ready Fresh Chicken. Promotions for other products will roll out later, the company says.

Tyson says research shows many consumers want to prepare "traditional meals" for their families but haven't either time, energy or know-how. In those cases, the company will promote more fully cooked and easy-to-prepare products such as chicken nuggets, patties, tenders, fillets and strips. Even easier, it offers Heat 'N Eat entrees such as roasted chicken, frozen ingredient meats and meal kits.

Tyson's recently opened Discovery Center is expected to accelerate the company's new-product development efforts. The Springdale, Ark.-based research and development facility is designed to enhance the company's ability to collaborate with customers to create new foods and bring them to market more quickly, Tyson says.

Tyson's previous "Powered by Tyson" marketing campaign will not be part of the company's future consumer products marketing but will continue to be used in other aspects of the company's business, it says.