US meat processor Tyson Foods has announced the launch of a US$100m fully integrated marketing campaign aimed at extending its position in the meat industry. The move will offer customers and consumers a selection of beef and pork items, all marketed under the Tyson brand name, to be supported by a $40m advertising campaign and $60m worth of consumer promotions, multicultural-marketing, online marketing, cause-related marketing, in-store events and initiatives specific to new product launches.