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.

This month, Tyson is launching a new line of 31 chicken, beef, ham and turkey deli meats into the self-service deli section at grocery retailers nationwide.

Next month, the company will begin shipping under the Tyson brand 14 “heat and eat” beef and pork roasts, hams and pork tenderloins.

Additionally, the company is rolling out a new eight-item line of Tyson branded individually frozen steaks and pork chops. The introduction will start on the West Coast, with plans to go national later in the year.

Later this year, the company plans to introduce a number of new value added chicken, beef and pork products including Tyson branded ready-to-cook and pre-cooked bacon.