Sara Lee Bakery, via Foote, Cone & Belding, begins a new brand positioning campaign for its flagship frozen baked goods this week, marking a return to TV after two years.
The TV effort, estimated at $15 million, is the first full image campaign for the client from FCB here since winning the business in 1996 from Ammirati Puris Lintas, New York. APL is currently defending in a review of its media planning and buying duties for Sara Lee Corp.
FCB's spots use a new tagline, "Add some delicious to your life," intended to cast Sara Lee's confections as snack-like indulgences.
Gone is the longtime theme, "Nobody doesn't like Sara Lee."
"We needed to better address how people live and eat now, and that's not often with full-size desserts," said Rhea Keenan, FCB vice president and account planning director. "It may be a piece of cake in front of the TV."
One 30-second spot featuring the whole line and four product-specific, 15-second TV spots were created to capture those times. In one, a couple shares conversation and cake on their porch after work; in another, a woman enjoys a slice of pie alone as a break in her day.
Sara Lee rules the cheesecake landscape, but overall sales in the category are down 5.6 percent for the 52 weeks ending Sept. 13, per Information Resources. Overall sales of frozen sweet baked goods are up, but Sara Lee trails Pillsbury and Pepperidge Farm. Past ad spending has been in the $2-3 million range, per Competitive Media Reporting.