US meat processor Tyson Foods has unveiled a new marketing campaign, aimed at highlighting the energy- and strength-giving qualities of protein.

The strategy to highlight Tyson’s branded products is the result of 18 months of comprehensive research, and includes a fully-integrated marketing campaign with the theme, “Powered by Tyson”.

The campaign is set to launch on 30 August, with media spending estimated at US$75m over the next 12 months. It will feature television, radio and print advertising, as well as promotional partnerships.