"Our strategy with the 'Meat Brought To Perfection' campaign is to demonstrate that our pre-sliced and sliced-to-order deli meats are a premium choice," said Don Baker, director of marketing, Sara Lee Deli. "We will talk to our consumers through multiple channels and use humor to convey the Sara Lee Deli varieties, highlighting the deli location while reinforcing we have great tasting, convenient solutions for those who appreciate the care we take to provide deli meats that rise above the rest."

Sara Lee Deli will launch the campaign via radio, digital and billboard advertising in the following 11 markets, including Boston; Charleston, S.C.; Chicago; Cincinnati; Columbia, S.C.; Dallas; Grand Rapids, Mich.; Greenville, S.C.; Indianapolis; Norfolk, Va. and Richmond, Va. The series of three 30-second radio advertisements, "In a Perfect World," "Location, Location, Location," and "Norm," communicate that while life's not perfect, Sara Lee Deli has the perfect variety of pre-sliced and sliced-to-order meats in the deli section.

"We wanted to differentiate and drive awareness of Sara Lee Deli meat by using relatable humor as a way to connect with consumers," said Patrick O'Neill, executive creative director, TBWA\Chiat\Day, Los Angeles. "'Meat Brought To Perfection' is meant to link to consumers' ongoing pursuit of perfection and their affinity for the highest quality deli meat available, which allows us to naturally highlight Sara Lee Deli meat superiority, location and great taste, making the brand more memorable as consumers visit their grocers' deli."

Source: Sara Lee Corp.