SPRINGDALE, Ark. -- Tyson Foods here has unified its packaging and created a single ad campaign for its products in a "master branding" program designed to equate Tyson with chicken in the minds of consumers. A new "Tyson. We're Chicken" campaign created by DDB Needham, Chicago, replaces the former "Tyson. Feeding you like family" and broke Jan. 24. Tyson will be spending 30% more on its ad budget this year than last year. Tyson is promoting its new focus through TV commercials and a ...

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