The makers of Jimmy Dean®, a brand that has long been
associated with breakfast and the morning sun, announced today that it
will be delivering bits of brightness to consumers all day long through
its new integrated marketing campaign to introduce the brand’s new line
of lunch and dinner offerings. The newest Jimmy Dean brand
marketing initiative is keeping the iconic Sun character as the
central theme of the promotion, which aims at delighting consumers
through unexpected moments that brighten their days. The campaign,
developed by TBWA Chiat Day Los Angeles, includes the launch of the
world’s first solar-powered GIFs as the highlight of the “Sun Cinema”
event, a shadow selfie consumer sweepstakes, and two new
television spots. The multi-faceted 360 degree campaign will
also be supported through additional on-the-ground events, print,
digital, social, out-of-home advertising, shopper marketing and public
relations.
Jimmy Dean brand Sun Cinema at the Hollywood & Highland in Los Angeles. (Photo: Business Wire)
“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.”
Jimmy Dean Brand Campaign Features a “Sun
Cinema” and Displays World’s First Solar-Powered GIFs
The kick-off of the new campaign features a “Sun Cinema,” a one-of-kind,
live, branded entertainment experience that will harness the power of
the sun to create the world’s first solar-powered GIFs. The
fully-customized, solar-powered sculpture will rotate and, through the
use of kitchen utensils like forks and spoons, mirrors and lithographs,
capture sunlight that will project five different 6-second animated
shadow stories onto a 10-foot tall, 25-foot wide wall. These stories
will delightfully depict how the new Jimmy Dean lunch and dinner
entrees bring brightness to consumers’ days. Beginning today through
September 12th, consumers in the Los Angeles area can visit
the “Sun Cinema” at Hollywood & Highland from 12pm – 2pm PT and watch as
the installation comes to life.
The solar-powered GIFs will be captured live from the event and shared
with consumers nationwide across the Jimmy Dean brand social
channels including Facebook (Facebook.com/JimmyDean), Twitter
(@jimmydean), Instagram (@jimmydean) and Vine
(vine.co/officialjimmydean). Consumers are invited to join the
conversation using #SunPowered and #SolarGIF. Delivering bits of
brightness to consumers following the event, the “Sun Cinema” program
will continue on with the launch of a national sweepstakes on September
17th, in which consumers can snap and submit a photo of their
shadow selfie for their chance to win a full month’s supply of Jimmy
Dean lunch or dinner products. To enter, consumers can upload their
photos to the Jimmy Dean Facebook page or share the photos on
their personal Twitter or Instagram accounts using #SunPowered and
tagging @jimmydean.
The Iconic Jimmy Dean Brand
Sun Character Shines Outside of Breakfast for the First Time in Two New
Television Spots
The Jimmy Dean brand marketing campaign will include the launch
of two new television spots starring the “hottest” talent to grace
television screens – the Jimmy Dean brand Sun character. Airing
nationally beginning today, the first television spot features the new
line of great-tasting Jimmy Dean sandwich and bowl offerings. The
second spot, which highlights the new Delights offerings that
contain 300 calories or less, is scheduled to launch on October 12th.
“Deli” (:30)
-
“Deli” opens with a man taking his tuna fish sandwich from the deli
counter when the Jimmy Dean brand Sun character appears and
suggests he tries something different for lunch like a Jimmy Dean
Bacon Mac and Cheese Bowl, Pulled Pork Sandwich or Grilled Steak Bowl.
After agreeing to ditch the tuna sandwich, the man takes a bite out of
the Jimmy Dean Pulled Pork Sandwich and not long after,
individuals in the deli line follow suit and abandon their original
orders to see what he’s enjoying for lunch. Click here
to view the spot.
“Food Court” (:30)
-
“Food Court” opens with two women sitting down to eat the salads they
purchased at the food court, both looking dissatisfied with their
lunches. The Jimmy Dean brand Sun character approaches and
offers to replace their boring salad with a new Jimmy Dean Delights
option like the Smoked Ham on a pretzel bun, Golden Roasted Turkey
Bowl or Pulled Chicken Sandwich, all of which contain 300 calories or
less. The women agree and are left speechless after taking their first
bite, stating nothing other than “Mmm, Mmm, Mmm.” Click here
to view the spot.
For more information about Jimmy Dean brand products including
the new line of lunch and dinner offerings, visit www.jimmydean.com.
About The Jimmy Dean Brand
The Jimmy Dean brand is America’s favorite protein breakfast
brand*. Since 1969, the brand has ensured quality in every plate,
providing warm, satisfying breakfast options the whole family can enjoy. Jimmy
Dean Fresh Roll Breakfast Sausage, Fresh Links & Patties, Fully
Cooked Sausage Links & Patties, Omelets, Skillets, Sandwiches, Breakfast
Bowls, Heat 'N Serve Sausage Links & Patties, and Pancakes & Sausage on
a Stick boast full flavors and top quality ingredients guaranteed to
make any meal the best.
About Tyson Foods, Inc.
Tyson Foods, Inc. (NYSE:TSN), with headquarters in Springdale, Arkansas,
is one of the world's largest producers of chicken, beef, pork and
prepared foods that include leading brands such as Tyson®, Jimmy
Dean®, Hillshire Farm®, Sara Lee®, Ball Park®, Wright®, Aidells® and
State Fair®. The company was founded in 1935 by John W. Tyson, whose
family has continued to lead the business with his son, Don Tyson,
guiding the company for many years and grandson, John H. Tyson, serving
as the current chairman of the board of directors. Tyson Foods provides
a wide variety of protein-based and prepared foods products and is the
recognized market leader in the retail and foodservice markets it
serves, supplying customers throughout the United States and
approximately 130 countries. It has approximately 124,000 Team Members
employed at more than 400 facilities and offices in the United States
and around the world. Through its Core Values, Code of Conduct and Team
Member Bill of Rights, Tyson Foods strives to operate with integrity and
trust and is committed to creating value for its shareholders, customers
and Team Members. The company also strives to be faith-friendly, provide
a safe work environment and serve as stewards of the animals, land and
environment entrusted to it.
*Share of Frozen Protein Breakfast, data per IRI Multi-Outlet52 weeks
ending August 17, 2014
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Copyright Business Wire 2014