Meat and Poultry Industry News

Sara Lee launches “Perfection” deli meat promotion

August 15, 2011
/ Print / Reprints /
ShareMore
/ Text Size+
Sara Lee Deli announced the launch of "Meat Brought To Perfection," a new, integrated marketing campaign to drive increased awareness of the Sara Lee Deli pre-sliced and sliced-to-order portfolios, focusing on its location in grocers' deli sections. "Meat Brought To Perfection" will use relatable humor to convey while perfect moments are hard to come by, the perfect deli meats are always available from Sara Lee.

"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.

You must login or register in order to post a comment.

MARKET VIDEO

Multimedia

Videos

Image Galleries

Podcasts

Brenneman analyzes Butterball’s new animal care, well-being program

Rod Brenneman, CEO of Butterball, discusses his company's new Animal Care and Well-Being Program, his company's certification by the American Humane Association and further animal-handling initiatives, all officially announced in September 2013.

More Podcasts

National Provisioner

National Provisioner April 2014 cover

April 2014

Check out the April 2014 issue of The National Provisioner, with features on animal welfare, sanitation programs, and much more!

Table Of Contents Subscribe

Independent Processor

IP April 2014 cover

April 2014

Check out the April 2014 issue of Independent Processor, with a special profile of Stemmler's Meats!

Table Of Contents Subscribe

Provisioner Store

sourcebooksmall.gif
The National Provisioner Source Book

The Sourcebook is an exclusive buyer’s guide and reference tool for product and supplier information in the meat, poultry and seafood marketplace.

More Products

STAY CONNECTED

Facebook icon Twitter icon  YouTube iconLinkedIn icon