The Springdale-Ark. based chicken processor will add print advertisements about the partnership to its consumer and media advertising schedules this year, along with newspaper inserts and in-store displays.
Tyson plans to spend about $17.8 million on advertising this year, with a 15 percent increase in 2001.
A Tyson representative told Reuters one of the reasons the company chose Save Our Strength was the nonprofit group’s marketing savvy. The charity has a network of more than 6,000 chefs and the company plans to tap them to develop, test and even launch products.