Sara Lee Indulges In New Strategy

FCB Effort Repositions Baked Goods Line as Treats for Any Time
CHICAGO–Sara Lee Bakery this week begins a new brand positioning campaign for its frozen baked goods, including a return to TV after a two-year absence.
Strategic and creative development for the TV and print campaign was handled by Foote, Cone & Belding here. Ammirati Puris Lintas, New York, handles media placement for Sara Lee Corp., although that account is currently being reviewed.
The campaign introduces a new tagline, “Add some delicious to your life,” intended to reposition Sara Lee baked goods–pies, coffee cakes, cheesecake and new Cheesecake Bites and Cheesecake Singles–as indulgences for any time of the day, not just for dessert.