food

Sara Lee Deli Gets Integrated

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Sara Lee Deli is launching its first integrated multimedia ad campaign.

Taglined "Meat Brought to Perfection," the campaign seeks to build trial of the pre-sliced and sliced-to-order meats by emphasizing their premium quality and driving people to their location in grocery deli sections.

The campaign, by TBWAChiatDay, includes 30-second radio ads, two digital ads (launching on iVillage, Centro, MyWebGrocer, AllRecipes and SpecificMedia), billboards, public relations, FSI's and in-store promotions.

The markets for the campaign are Boston, Charleston, S.C., Chicago, Cincinnati, Columbia, S.C., Dallas, Grand Rapids, Mich., Greenville, S.C., Indianapolis and Norfolk and Richmond, Va.

Headlines include: "They wouldn't put me by the fancy cheeses if I didn't taste great," and "Your local deli section never tasted so great."

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The three radio spots take humorous approaches. One summarizes the imperfections of "Norm" (indecisive, boring, not very handy), concluding that "at least Norm has perfected one thing: He knows where to get the perfect sandwich meat."

During the past two years, the brand put substantial focus on video and social media. For the fall back-to-school season in 2009, it launched "Mama Saga" videos in which Second City actresses/moms shared anecdotes from their lives, working in mentions of the life-simplifying benefits of Sara Lee lunch meats. In early 2010, these were followed by "Saga Solver" videos, featuring more direct problem-solving approaches from the actresses and food experts and airing over 18 weeks.

Last fall, Sara Lee Deli launched a Facebook-hosted contest encouraging moms to submit essays and photos illustrating their own greatest lunchtime challenges, with a grand prize of a home visit by celebrity chef Alex Guarnaschelli and a year's supply of the meats.

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