Sara Lee Puts All Its Bakery Goods in One Basket

Sara Lee has consolidated $30 million in advertising for its bakery brands at Publicis in Mid America.

The move follows Sara Lee’s acquisition last summer of The Earthgrains Company, a client of Publicis’ Dallas office.

Publicis handled Earthgrains, 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 chief operating officer of Publicis 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 to Publicis.

“We chose Publicis based on their depth of relevant experience, strong branding capabilities and overall passion for our business,” said Peter Reiner, senior vice president 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, Pound Cake, Bagels and Muffins.

Publicis has held the Earthgrains account for 25 years.

Said agency co-president and head of creative Ted Barton: “[The win of] Sara Lee shows we’re sharp, we’re fresh, we’re on it. 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.