Tyson isn’t just about chicken anymore. The company said Monday that it would begin selling beef and pork products under the Tyson brand name beginning later this month.

Tyson Foods Inc. announced the launch of a $100 million integrated marketing campaign, which will offer consumers a selection of value-added beef and pork items — all marketed under the Tyson brand name.

In a press release Monday, the chicken, beef and pork processor said the marketing move would be supported by a new $40 million advertising campaign.

This month, Tyson is launching a new line of 31 chicken, beef, ham and turkey deli meats into the self-service deli section at grocery retailers nationwide.

Next month, the company will begin shipping under the Tyson brand 14 heat-and-eat beef and pork roasts, hams and pork tenderloins.