Sara Lee Nods to Life's Imperfections

Downers Grove, Ill. — Sara Lee used videos, online coupons and a deli product locator as part of a social media-based campaign for its line of deli meats and cheeses. The company wanted to acknowledge the fact that mom strives to do her best when it comes to meal planning, so it used insights gained from an online survey conducted by Harris Interactive to shape the campaign's message: Yes, life isn't perfect, but it can help by offering easy meal solutions.The 2,000-person survey revealed that many women are making at-home meals more frequently, but they are struggling to make dishes that satisfy themselves and their families. The study also showed that more than three-quarters of Americans make two-and-half sandwiches a week, leaving them craving more than just turkey and cheese on wheat, says Don Baker, director of Sara Lee Deli. "The increase in at-home meal creation and drive for perfection presents an opportunity for Sara Lee Deli to raise awareness of our product portfolio among existing and new consumers. These trends promoted us to launch the campaign and focus on connecting, entertaining and engaging women where they are most: online."The core of the "Life's Not Perfect … But Your Deli Meat Can Be" campaign – developed with a host of agencies (TBWA\Chiat\Day, Los Angeles, advertising; Starcom Worldwide, Chicago, media buys; The Wilson Group, Dallas, assets development; and O'Malley Hansen Communications, Chicago, public relations outreach) – was a series of online videos created in conjunction with Chicago-based Second City Communications that related to moms' busy lives with a humorous twist, such as a man falling over a tricycle as he rushes to get a forgotten lunch for his daughter. The videos were promoted through the Sara Lee Deli Facebook page and Milyoni's video-sharing platform Social Theater from mid-October until the end of November. To point consumers to stores, Sara Lee offered a $1 coupon for its pre-sliced deli meats through Facebook.Though the company is always looking at ways to extend its digital campaigns into the retail channel, it housed the elements of the "Life's Not Perfect" campaign mostly online, Baker says.The Facebook page also featured interactive polls and quizzes, and meal planning advice from chef Catherine DeOrio, who also participated in radio call-in shows across the country. A location feature on the Facebook page points consumers to retailers' deli sections and made-to-order delis where they can find Sara Lee meats, listing stores such as A&P, Bi-Lo, Meijer and Safeway. "In 2009, Sara Lee Deli made the decision to focus resources on social media, given this is where women are going to connect with each other and with brands," Baker says. "If we can make a connection with a woman where she opts in to learn more and engage with us, and as a result she becomes a brand loyalist and advocate, that's success."As such, the company is measuring the campaign's success by the "depth and breadth" of conversations about the brand, as well as by the number of Facebook page visits, fans, video views and sharing, and tweets. Baker declined to offer specific sales information for competitive reasons.

Sara Lee Nods to Life's Imperfections

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