Midan Marketing | Agency Profile, Contacts, AOR, Client Relationships

• Boulden was previously the CMO at Coca-Cola.
• Now, she will bolster Tyson's brand and product growth via all global brand marketing aspects such as consumer branding, corporate branding, innovation, R&D, communications, consumer insights, and analytics.
• The company will likely: 
  • Ramp up spend as it pursues further growth
  • Seek new agency partners
• Target demographic: 
  • Moms and household decision-makers in general
  • Its print media targets both English- and Spanish-speaking audiences.

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • YTD spend: So far this year, Tyson has spent approximately $16.7m on national TV commercials.
  • Last year: The company spent around $18.2m on this channel last year after having 59% more, around $28.9m, in 2020.
  • 2022 ad programming: Tyson's 2022 commercials have targeted Gen-X watching shows such as The Tonight Show Starring Jimmy Fallon, Chicago Fire, Two and a Half Men, Friends, and Jimmy Kimmel Live.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: The company has allocated roughly $27.2m on digital ads YTD, barely more than the roughly $27.1m allocated in 2021.
  • YTD data: Since the beginning of 2022, Tyson has earned ~3.3b digital impressions via Facebook (45%), Instagram (25%), desktop video (20%), desktop display (5%), Twitter (3%), and mobile display (2%) ads.
    • The company has placed most (98%) of this year's desktop video ads site direct onto youtube.com.
  • Last year: In 2021, Tyson's estimated full-year spend increased 55% to $27.1m from that of $17.5m in 2020.
• Additional channel insights  
  • The company utilizes OOH, radio, print (English and Spanish magazines), and local broadcast.
  • As you can tell in the video above, Tyson works with cause marketing initiatives via various sustainability efforts.

Additional agency insights: