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.
From focus groups, the agency learned that “we needed to better address how people live and eat now. And that’s not often with full-size desserts,” said Rhea Keenan, vice president and account planning director. “It may be a piece of cake at 9 p.m. in front of the TV. We learned that there are multiple points of contact with sweets throughout the day.”
One 30-second TV spot featuring the whole line and four product-specific, 15-second spots were created to capture the moments when a sweet is a personal indulgence, said Susan Bertocchi, agency vice president and creative director. In one, a couple shares conversation and cheesecake on their porch after work; in another, a woman enjoys a slice of pie alone as a break in her day.
“Sara Lee wants to grow the bakery business; it’s our flagship brand,” said Greg Shearson, vice president for marketing and research and development for Chicago-based Sara Lee Bakery. He said ad spending will increase by $12 million above previous levels, which have been $2-3 million, according to Competitive Media Reporting.
Cheesecake Bites and Cheesecake Singles, testing in Chicago and San Francisco, will be national by year’s end, Shearson said.