Sara Lee Sells Whole Grain
Image To Teens
Sara Lee Fresh Bakery is pitching its whole-grain Soft &
Smooth brand to teens with its largest campaign to date.
The effort, allied with Disney's "High School Musical 3:
Senior Year," comprises TV, Web, in-cinema grassroots
events, sweepstakes, PR and point-of-purchase activities
timed to the film's Oct. 24 release.
The advertising campaign, via TBWA/Chiat/Day, Santa
Monica, Calif., centers on a 30-second spot featuring
the stars of the forthcoming film. The ad--which breaks
Sept. 16 on the Disney Channel during the season finale
of "High School Musical: Get In The Picture"--has actors
Corbin Bleu, Monique Coleman, Lucas Grabeel and Olesya
Rulin playing, dancing and doing lunch using Soft &
The effort includes a national promotion via events and
promotions agency OgilvyAction, dangling tickets to a
movie screening attended by Bleu. Special packaging on
40 million packages of Soft & Smooth bread, and
point-of-sale materials in 15,000 stores will feature a
picture of Bleu and movie branding.
The digital campaign includes a "High School Musical 3"
microsite at TheJoyofEating.com with games, promotions
and sandwich recipes inspired by the film's characters,
and a promotion called Sara Lee Soft & Smooth's Second
Annual "Take Your Whole Grain Sandwich to School Day" in
which families that pledge to send their children back
to school with a whole grain sandwich get a recorded
congratulations phone call from Bleu.
Online elements include a "Lunchtime Is Showtime" video
contest, in which kids can vie for a lunch-period visit
to their school by Bleu and co-star Justin Martin and a
$25,000 grant from Sara Lee Soft & Smooth by entering a
90-second video about the benefits of whole grain
Sara Lee will also promote its Hillshire Farm lunch meat
brand with point-of-purchase materials featuring
character-themed sandwich recipes and a national on-pack
promotion on assorted Hillshire Farm Deli Select Ultra
Thin products for free movie tickets. Hillshire Farm is
also partnering with Soft & Smooth on account-specific
marketing activities and in-pack promotions.
The company, which posted $12.2 billion in global sales
last year, says the Soft & Smooth bread
products--launched in 2005--accounted for $1 billion in
annual sales in 2007.
This article is copyrighted material, the use of
which has not been specifically authorized by the copyright owner. We
are making such material available in our efforts to advance
understanding of environmental, political, human rights, economic,
democracy, scientific, and social justice issues, etc. We believe this
constitutes a 'fair use' of any such copyrighted material as provided
for in section 107 of the US Copyright Law. In accordance with Title 17
U.S.C. Section 107, the material on this site is distributed without
profit to those who have expressed a prior interest in receiving the
included information for research and educational purposes. For more
information go to:
you wish to use copyrighted material from this site for purposes of your
own that go beyond fair use, you must obtain permission from the