OLD Media Moves

Tyson Foods trying to spin the news

January 28, 2008

Posted by Chris Roush

Jack Flack of Conde Nast Portfolio looks Monday at how Tyson Foods try to spin a judge’s order over how it could label some of its chicken to its advantage.

Jack FlackFlack wrote, “By being the first out with the news, the company ensured that the story was framed as the judge rejecting the complaint, instead of as the judge being satisfied with adjustments Tyson had made to the original ads.

“In reality, though, Tyson probably had little worry of being pre-empted, given that the motion was filed jointly by four competitors — Perdue Farms, Sanderson Farms Inc., Gold’n Plump Poultry Inc. and Foster Poultry Farms. As slowly as individual companies often move in trying to muster public pronouncements on short notice, the chances were slim that four competitors could agree on a joint statement in less than a full lunar cycle .

“The Tyson flacks also had to be pleased with getting the news out on a Friday afternoon, hoping it would disappear into the weekend ether.

“Why? Well, the ‘adjustment’ to their campaign is not particularly appetizing.”

Read more here.

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