CHICAGO--(BUSINESS WIRE)--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.
“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” 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