Sara Lee Delivers Deli to Publicis

DALLAS Publicis Groupe’s Publicis in Mid America has picked up the creative and strategic account of Sara Lee’s branded delicatessen meats and cheeses, the shop said.

The Dallas agency, which already handles work for the client’s bakery group, was assigned the business without a review. Omnicom’s PGC Advertising in Dallas has handled the duties over the past year.

Publicis’ Starcom MediaVest Group in Chicago continues to handle media for the brand. The Cincinnati-based client spent $12 million on media for the Sara Lee branded products last year, according to TNS Media Intelligence/CMR. Other Sara Lee deli brands, including Ball Park and Jimmy Dean, are not affected. Publicis’ Leo Burnett in Chicago handles advertising for those brands.

“We went to Publicis because we share the Sara Lee brand [with the bakery group], and it made the most sense for us to have one agency managing the brand so we could have a single voice,” said Divina Williams, director of marketing for Sara Lee deli foods. “So when we represent Sara Lee in the marketplace, the consumer isn’t confused with the different strategy of the brand.”

Publicis has hired Bill Brunt as senior vice president and group account director to manage all aspects of the shop’s Sara Lee food business. Brunt, 38, joins the agency from Grey Worldwide in New York, where he was responsible for the Advil account as vice president and group management director. He also has been vice president of marketing at Boar’s Head Provision Company, another provider of deli products, and senior vice president and account director at Interpublic Group’s Hill, Holliday, Connors, Cosmopulos in New York, where he led the Boar’s Head business.

“Given this one-voice direction, we thought it made a lot of sense to have all this business within one person’s leadership,” said shop chairman and chief executive officer Steve Price. “We wanted to bring in someone who brought in a new dimension, had a lot of strength in food marketing and general-consumer product marketing that could add the depth of talent to what we already have, and that was Bill.”

Williams said the initial campaign for the products is expected to break in the spring. Sara Lee meats and cheeses are sold throughout the country but have the most strength in the Midwest and Southeast.

Publicis also handles the accounts of Sara Lee Branded Apparel’s Champion and Just My Size brands.