Sara Lee Consolidates at Publicis

Sara Lee Corp. has con soli dated about $30 million in advertising for its bakery brands at Publicis in Mid America, Dallas.

The move follows Sara Lee’s acquisition last summer of The Earth grains Co., a client of Publicis in Dallas. That office also handles IronKids and other brands for the client. Foote, Cone & Belding in Chicago had held Sara Lee’s $10-15 million name-brand bakery products.

“It made sense to have one agency work with them,” said Steve Price, president and COO of Pub licis in Mid America. “We obviously were encouraging that and … worked with them for several months to demonstrate our eagerness to help out.”

Sara Lee did not conduct a review before moving the business.

“We chose Publicis based on their depth of relevant experience, strong branding capabilities and overall passion for our business,” said Peter Reiner, svp of marketing for Sara Lee Bakery Group, in a statement.

Publicis’ new business involves all of Sara Lee’s fresh, refrigerated and frozen bakery products. Individual brands include Sara Lee Homestyle Pies, Cheesecakes, Cheesecake Bites, Bagels, Muffins and Pound Cake.

Publicis has held the Earthgrains account for 25 years.

“[The win of] Sara Lee shows we’re sharp, we’re fresh, we’re on it,” said agency co-president and head of creative Ted Barton. “We’re leading this category in the 25th year as if it was our first.”

Price said Publicis will initially focus on launching new products for Sara Lee, beginning with a national rollout of the client’s bagels.