Sara Lee Puts All Its Bakery Goods in One Basket

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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.

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