Food marketer Sara Lee Corp. doesn't want consumers to be shy about eating. That's the focus of a new marketing effort that promotes all the food products that fall under its famous brand name. The
effort goes beyond advertising the well-known pound cakes and cheesecakes and includes the company's deli meats, breads and condiments. The first ad shows people eating super-sized portions--bagels
loaded with cream cheese, for instance, and thick breads stuffed with mounds of meats and vegetables--instead of thin servings that have become the norm. "We're not out trying to design a
skinny-portion representation," says Kim Feil, chief marketing officer of Sara Lee Food & Beverage. "But if you're going to eat a sandwich, here's a luscious sandwich you can create." The first
30-second ad eschews the iconic "Nobody Doesn't Like Sara Lee" jingle for "Happy, Happy. Joy, Joy." Part of Sara's Lee's strategy is to remind consumers that the company is a food marketer--an attempt
to distance itself from its previous incarnation as a diverse company that marketed everything from shoe polish to underwear.
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