Sara Lee has dumped country crooner Jimmy Dean as the spokesman for the sausage company he founded more than 30 years ago.

The 75-year-old Dean told The Associated Press that last year “the company told me they were trying to attract the younger housewife and they didn’t think I was the one to do that.”

Julie Ketay, a spokesperson for Sara Lee, said that the company had decided to put the marketing focus on the product, its convenience and taste and other characteristics that differentiated the product in the marketplace. Dean had not appeared in commercials for several years and in the end participated only by taping a voice over, Ketay said.

“Jimmy Dean was a spokesperson for the brand for many years, however in the past several years his role as spokesperson has been extremely limited, so when his consulting agreement ended in May 2003 we decided not to renew,” Ketay said.

She said there were no plans to bring in a new spokesperson for the Jimmy Dean brand.

Sara Lee purchased Jimmy Dean Sausage in 1984 and is currently seeking a new agency to handle marketing for the estimated $40 million Jimmy Dean and Ball Park accounts. Sara Lee broke off with Leo Burnett, Chicago, in November, Ketay said.

The Jimmy Dean line includes the well-known roll sausage, as well as bacon, sandwiches and appetizers. Jimmy Dean founded the Jimmy Dean Co. in 1969 in his hometown of Plainview, TX.

Sara Lee has dumped country crooner Jimmy Dean as the spokesman for the sausage company he founded more than 30 years ago.

The 75-year-old Dean told The Associated Press that last year “the company told me they were trying to attract the younger housewife and they didn’t think I was the one to do that.”

Julie Ketay, a spokesperson for Sara Lee, said that the company had decided to put the marketing focus on the product, its convenience and taste and other characteristics that differentiated the product in the marketplace. Dean had not appeared in commercials for several years and in the end participated only by taping a voice over, Ketay said.

“Jimmy Dean was a spokesperson for the brand for many years, however in the past several years his role as spokesperson has been extremely limited, so when his consulting agreement ended in May 2003 we decided not to renew,” Ketay said.

She said there were no plans to bring in a new spokesperson for the Jimmy Dean brand.

Sara Lee purchased Jimmy Dean Sausage in 1984 and is currently seeking a new agency to handle marketing for the estimated $40 million Jimmy Dean and Ball Park accounts. Sara Lee broke off with Leo Burnett, Chicago, in November, Ketay said.

The Jimmy Dean line includes the well-known roll sausage, as well as bacon, sandwiches and appetizers. Jimmy Dean founded the Jimmy Dean Co. in 1969 in his hometown of Plainview, TX.