TBWA\C\D Adds Sara Lee’s Senseo

LOS ANGELES Omnicom Group’s TBWA\Chiat\Day has picked up more business from Sara Lee, acquiring creative duties for Senseo and State Fair, according to sources.

Originating in Europe, Senseo coffee products include a Philips-made machine and Douwe Egberts coffee pods. Earlier this year, Sara Lee shed its Chock Full o’ Nuts, Hills Bros., MJB, and Chase and Sanborn coffee brands, retaining the Senseo business [Adweek Online, Feb. 10].

The coffee system was introduced to the U.S. market last year via a $40 million campaign, according to Nielsen Monitor-Plus, from Omnicom’s BBDO, Chicago. Senseo spent $8 million through July 2005. Advertising on State Fair products is less than $1 million, per Nielsen.

Sara Lee sells 30 different varieties of the honey-batter-dipped corn dogs under the Fort Worth, Texas-based State Fair label, as well as 11 different State Fair breakfast products.

The Playa del Rey, Calif.-based agency has been handling the Chicago client’s Ball Park franks and Jimmy Dean sausage brands.

The agency declined comment. The client could not be reached.

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