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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.
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