TBWA\C\D TV Promotes Sara Lee Brand

CHICAGO TBWA\Chiat\Day puts Jimmy Dean’s plant employees at the forefront of its first advertising campaign for the Sara Lee-owned brand.

Television spots for the campaign, breaking today, show workers expressing their pride in the product in offbeat ways. In one ad, a worker stands in front of a conveyor belt and asks, “Name something better than Jimmy Dean.” After a long pause, he says, “Wrong.”

Another spot shows two workers at a plant saying, “Any breakfast with imitation cheese and imitation eggs is imitation Jimmy Dean.”