• Brandweek, Thursday, October 19, 2006 12:30 PM

Sara Lee is taking its "Joy of Eating" ad campaign to Sirius Satellite Radio. A new partnership with Sirius centers on the Martha Stewart Living radio channel, and includes on-air advertising and a strong interactive presence.

"The Joy of Eating" is another great example of a blue-chip advertiser, such as Sara Lee, using Sirius' national reach and one-of-a-kind programming to create a unique advertising opportunity," says Scott Greenstein, president of entertainment and sports for Sirius. During "Whatever with Alexis & Jennifer," a daily show on the channel, listeners are asked to submit their tastiest recipes using Sara Lee, along with a story about the dish. The Web site will feature recipes, photos and stories from listeners. The winner will get a trip to New York to watch a live taping of Stewart's TV show.

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