Jimmy Dean campaign shines light on lunch, dinner items
by Meat&Poultry staff
CHICAGO – Jimmy Dean products, a subsidiary of Tyson Foods, has launched the “Sunniest Day of the Year” promotion, which is designed to bring attention to new Jimmy Dean lunch and dinner offerings. According to a news release, the Jimmy Dean brand Sun character will take a one-day journey today throughout the United States, where he will document every step of his adventure across digital and social media.
The “Sunniest Day of the Year” promo also includes a national television advertising integration with a guest appearance by the Sun, the launch of a custom microsite (www.sunniestday.com) to track the cross-country journey and a national consumer sweepstakes.
“While summer may be long gone and the hours of daylight decreasing, the ‘Sunniest Day of the Year’ leverages the brand’s association with the Sun to engage with consumers in a unique, fun and unexpected way,” said Rachel Friedstat, brand manager,Jimmy Dean brand. “In the same way the Sun shines long beyond the morning hours, the ‘Sunniest Day of the Year’ activation reinforces that the Jimmy Dean brand no longer only makes breakfast products, but now has offerings for lunch, dinner or snack time.”
The Sun, which will follow the solar path across the U.S., began its adventure at sunrise on the East Coast at 6:58 am EDT, making various stops in cities across the US before ending the day at sunset on the West Coast at 6:30 pm PDT. This cross-country journey will also include a national television appearance on the Daytime game show, “The Price is Right,” network television’s No. 1-rated daytime series and longest-running game show.