• by Karlene Lukovitz  @KLmarketdaily, July 5, 2011

Aiming to continue the success of "Go Meat" and other humorous efforts, Hillshire Farm's latest integrated campaign employs "Bridesmaids" comedienne Wendi McLendon-Covey to portray women's secret motivations for cooking nutritious, tasty meals.

The "So Good. They'll Think It's For Them" campaign, from the brand's longtime agency, TBWAChiatDay, markets the Sara Lee brand's entire portfolio of lunchmeats and smoked sausage and spans TV, print, radio, online advertising, social media, events, in-store promotions, public relations and the relaunch of Hillshirefarm.com.

McLendon-Covey plays the homemaker's "inner voice" (a sexier alter ego) in two TV spots, each airing in both 15- and 30-second versions. The commercials were directed by David O. Russell (nominated for an Oscar for "The Fighter"). The character was also developed by E! "Fashion Police" co-host George Kotsiopoulos.

In one spot, "Something New," a woman prepares a meal with "perfectly seasoned," reduced-fat chicken sausage, as her inner voice reveals that the ulterior motive is creating the perfect moment in which to tell her husband that she's signed them up for dancing lessons.

In "Anything," the inner voice reveals that the secret motivation behind making Hillshire Farm slow-roasted turkey sandwiches for the family is the woman's desire to get some free time for a massage or a night out with her friends.

The concept: "When you're preparing a Hillshire Farm meal, you're creating a 'win-win' -- your family receives a delicious meal, and you get something out of it, too," summed up Hillshire Farm director of marketing Kristin Kroepfl. The campaign "captures the light-hearted and humorous tone" that characterized the "Go Meat" ads and others featuring Richard Karn of "Home Improvement," while also "showcasing the delicious taste and high quality" of the brand's products, she says.

McLendon-Covey will also "manage" a Hillshire Farm "pop-up" restaurant (the "So Good Bistro") featured on BlogHer '11.

Other social media elements include content, recipes, coupons and the ability for fans to share their own "they'll think it's for them" stories on Facebook.