Sara Lee Food & Beverage has named TBWA/Chiat/Day as its agency of record for the Sara Lee Brand. The transition begins immediately, Sara Lee spokesperson Mall Hall said yesterday.
Work includes development and execution of advertising in the U.S. for Sara Lee brand products, including fresh bread and bakery products, frozen desserts and baked goods, deli lunchmeats, cheeses and condiments. Work includes TV, radio, print and outdoor.
Sara Lee is in the midst of a turnaround plan, with new product development as one of three “pillars.” TBWA/Chiat/Day will be working on such new products as Sara Lee Soft & Smooth Made with Whole Grain White Bread.
“Advertising is an important element of our marketing efforts and will be fully integrated with all of our marketing programs, including in-store point-of-sale consumer communications and execution,” said Kim Feil, senior VP-CMO for Sara Lee Food & Beverage.
TBWA/Chiat/Day already works with Sara Lee Food & Beverage on its Jimmy Dean, Ballpark, Sensel and State Fair brands. Publicis had been AOR for the Sara Lee Brand.
Both the Sara Lee and Hillshire Farms brands had been up for review. Hillshire Farms, handled by Element 79, is still under review.
Sara Lee Food & Beverage is also streamlining its portfolio, and is cutting costs by improving operations, consolidating offices and eliminating 1,400 jobs worldwide (900 as of February). The company is addressing pricing and trade spending, one of five priorities to improve efficiency this fiscal year. The company spent $184 million on measured media in 2005, down slightly from $197 million in 2004, TNS Media Intelligence said. (PROMO Xtra, Feb. 27, 2006)
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