Meat and Poultry Industry News

Sara Lee launches new social media campaign

October 11, 2011
KEYWORDS campaign / deli / Sara Lee
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Sara Lee Deli has launched its new “Life’s Not Perfect…But Your Deli Meat Can Be,” social media campaign. The new campaign aims to connect with women by humorously acknowledging life’s less than perfect moments via a new video series, while offering solutions with its pre-sliced and sliced-to-order deli meats through its Facebook community.

“In life, planned perfect moments rarely turn out so perfect,” said Don Baker, director, Sara Lee Deli. “Through this campaign, by capturing some of life’s milestones and moments — like the first day of school — then ending with a humorous twist, we can better connect with our audience. It lets Sara Lee Deli talk about its products, drive consumers to their location in the grocers’ deli and communicate the high quality of our meats.”

The campaign includes a third series of videos created with Second City Communications, the business services arm of the world-famous Second City Theater, which features moments from three busy women’s lives with unexpected outcomes. The videos will be released and promoted over six weeks via Social Theater, a dynamic brand engagement platform within Facebook, as well as featured on the Sara Lee Deli Facebook page at The three Sara Lee Deli “Life’s Not Perfect” videos capture the following:

* “That Little Boy Still Has His Sandwich” – Little boy’s first soccer game of the year can’t compete with the love of his sandwich.

* “Holy Smokes – Watch This Dad Fall” – Well-intentioned parents prepare their daughter for the first day of school, but a missing lunch and misplaced tricycle get in the way.

* “She’s Talking to Cheese and Deli Meat” – A woman’s private conversation with fancy cheeses and deli meat gets unknowingly captured by friends at the grocery store.

Additionally, as part of the “Life’s Not Perfect” campaign, Harris Interactive conducted an online survey among more than 2,000 U.S. adults, half of which were female, on behalf of Sara Lee Deli. The survey aimed to identify how women struggle when it comes to creating perfect meals and sandwiches. Only 55 percent of American women would eat a meal they created for a special occasion if it didn’t come out the way they expected. In response, Sara Lee Deli created sandwich-perfecting tips and recipes with Sara Lee Chef Catherine DeOrio, available on the brand’s Facebook page, to help solve her meal “perfecting” struggles.

Other survey findings include:

* Sixty percent of U.S. women who ever make deli sandwiches at home struggle with some aspect of making the perfect sandwich

* Thirty-five percent of U.S. women who ever make deli sandwiches at home have trouble coming up with more creative deli sandwiches (i.e., instead of just turkey and cheese) when making a sandwich at home

* Ninety-five percent of U.S. women spend at least one hour preparing the perfect meal for their family and friends

The Sara Lee Deli “Life’s Not Perfect” campaign is an extension of the 2009 Mama Saga Moments and 2010 Saga Solver Experts and Lunchtime Challenge programs, all of which aimed to raise awareness of the brand’s pre-sliced portfolio, offering solutions while building a strong connection with moms via Facebook and other social media vehicles.

“Life’s Not Perfect” marks the first year the brand will promote both its pre-sliced and sliced-to-order varieties, focusing on its entire portfolio as a premium, go-to solution. The “Life’s Not Perfect” campaign supports the brand’s larger creative campaign initiative, “Meat Brought To Perfection,” which focuses on quality and product location of its meats.

Source: Sara Lee Corp.

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