Tyson launches Jimmy Dean campaign

by Meat&Poultry Staff
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Jimmy Dean Delights, sandwiches and bowls are the focus of a new marketing initiative.

CHICAGO – Marketing initiatives for new Jimmy Dean brand frozen lunch and dinner offerings will enlist the help of the sun, Tyson Foods Inc. announced.

The newest Jimmy Dean brand campaign will keep the iconic Sun character as the central theme. The campaign includes the launch of the world’s first solar-powered GIFs, a shadow selfie consumer sweepstakes and two new television advertisements. The multi-faceted campaign also will be supported through additional events, print, digital, social, out-of-home advertising, shopper marketing and public relations.

“In launching our new Jimmy Dean lunch and dinner sandwiches and bowls, we set out to create a one-of-a-kind consumer marketing campaign that brings to life how Jimmy Dean products help brighten mealtime experiences beyond breakfast with tasty meal solutions for lunch, dinner and snack time,” said Eric Schwartz, group vice president and general manager, Jimmy Dean brand. “Through this new marketing campaign, we’re evolving the brand’s association with the sun to engage with consumers in new, unexpected ways. After all, the Sun shines well beyond breakfast time.”

A solar-powered sculpture captures sunlight to project shadow stories.


"Sun Cinema" is the kick-off event featuring solar-powered GIFs. A solar-powered sculpture will rotate and, with kitchen utensils such as forks and spoons, mirrors and lithographs, capture sunlight that will project five different 6-second animated shadow stories onto a 10-ft. tall, 25-ft. wide wall. Consumers in the Los Angeles area can visit the “Sun Cinema” at Hollywood & Highland through Sept. 12.

Also part of the marketing campaign are two new television commercials featuring the Jimmy Dean Sun character. The first commercial, airing nationally Sept. 8, features the new line of Jimmy Dean sandwich and bowl offerings. The second spot, which highlights the new Delights offerings that contain 300 calories or less, is set to air on Oct. 12. Click here to view a Jimmy Dean spot.

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