MARKETING MANEUVERS
Sara Lee Corp., Downers Grove, Ill., said its Hillshire Farm brand launched a marketing and national advertising campaign, “So Good. They’ll Think It’s For Them,” to showcase the brand’s entire portfolio of lunchmeats, smoked sausage and cocktail links.
Ushering in a new chapter in the company's 76-year history, the campaign features an all-star team that includes “Bridesmaids” star Wendi McLendon-Covey, Oscar Award-nominated director David O. Russell and E! “Fashion Police” co-host George Kotsiopoulos, said Sara Lee. The multi-layered marketing launch will include TV, print, radio, online advertising, social media, event marketing, in-store activation, public relations and the re-launch of the Hillshire Farm website, www.hillshirefarm.com.
“In ‘So Good. They’ll Think It’s For Them,’ we’ve created a fun and humorous campaign that takes a peek at the secret motivations that are the genesis for every great meal. When you’re preparing a Hillshire Farm meal, you’re creating a “win-win” – your family receives a delicious meal, and you get something out of it too. This campaign captures the light-hearted and humorous tone that has defined our ads while also showcasing the delicious taste and high quality food items within our portfolio,” said Kristin Kroepfl, director of marketing, Hillshire Farm. “This campaign was put together by a terrific team that includes some of the top talent in the entertainment business. David and George are among the best at what they do, and we are so thrilled to have Wendi in our ads as the inner voice – she is an incredible comedienne and one of Hollywood's fast rising stars.”
Popular Food Network personalityPaula Deenhas partnered withSpringer Mountain Farmsto produce and package her branded line of chicken products.
“Chicken is a very logical line of food for us to have,” says Deen. “I’m particularly impressed with the way Springer Mountain Farms raises and feeds its chickens, producing an especially tender and delicious product. I’m proud to put my name on these items and encourage everyone to give them a try.”
Deen said selected Springer Mountain Farms as a partner, in large part, because the Baldwin, Ga.-based processor "adheres to strict growing and feeding procedures that allow their chickens to mature in healthy, clean conditions."
Paula Deen chicken by Springer Mountain Farms will be sold in numerous supermarkets nationwide. The fresh chicken products complement lines of Paula Deen prepared and frozen foods and condiments.
