TBWA\C\D Adds Sara Lee Brands

LOS ANGELES TBWA\Chiat\Day has won the pitch for creative chores on Sara Lee’s deli and bakery brands, the company has confirmed.

The client spent $35 million last year in paid media on those assignments, per Nielsen Monitor-Plus.

TBWA\C\D, an Omnicom Group agency in Playa del Rey, Calif., and already a roster shop of Sara Lee, bested Omnicom sibling Element 79 of Chicago in the final round of a review. Publicis in New York withdrew from contention [Adweek Online, April 18]. The agency’s departure came one day before it was to make a final presentation for the Hillshire Farm portion of the account.

Publicis was the incumbent on the Sara Lee deli and bakery account and had already made a presentation on that business, as had Element 79 (the Hillshire Farm incumbent) and TBWA\C\D.

The client called the review in January to consolidate both assignments at a single agency, sources said. Hillshire Farm has yet to be awarded. (The business has combined billings of about $60 million, according to Nielsen. Sara Lee last year spent more than $25 million advertising its Hillshire Farm brand.)

“Obviously, this is important to us, as Sara Lee was making a strategic move to consolidate their business,” said Carisa Bianchi, president of TBWA\C\D. “Sara Lee is a landmark brand, and we have a great partnership with them. We can’t disclose where we’re headed, but we feel this will make a special brand even more special.”

Kim Feil, senior vice president and chief marketing officer at Sara Lee in Downer’s Grove, Ill., said in a statement, “Advertising is an important element of our marketing efforts and will be fully integrated with all our marketing programs, including in-store, point of sale [and] consumer communications.”