CHICAGO (April 29, 2008) – The marketing team behind the launch of Sara Lee® Soft and Smooth™ Bread is the recipient of the annual H.E.R. Award, an accolade of achievement from the Marketing to Moms Coalition industry group. The H.E.R. Award recognizes companies that honor, empower and respect mothers (hence the acronym, H.E.R.), through their marketing and public relations campaigns.
“Sara Lee is to be commended for its achievements -- introducing a compelling new product that meets a unique demand, generating buzz with mothers everywhere, ” said Teri Lucie Thompson, a founder of the Marketing to Moms Coalition and vice president of marketing for Safeco Insurance. “Sara Lee has experienced 35% growth in sales based on their innovations within the bread segment.”
Examples of the company’s high impact, mom-targeted launch activities include:
The Great Whole Grain Giveaway – A national sampling program gave away 2.5 million loaves of whole grain bread equaling 534 million grams of whole grain goodness - enough to fulfill the recommended daily consumption of 48 grams of whole grain to more than 11 million Americans. Sara Lee conducted an eight-city mobile tour and visited a variety of family-friendly events and locations - including Minor League Baseball games and malls - to give away the bread and educate families about whole grain.
Sara Lee Soft & Smooth Switcheroo: “Take Your Whole Grain Sandwich to School Day” – Sara Lee issued a national call to action to encourage moms everywhere to send their families back to school and work with a whole grain sandwich on Sept. 5. The day was commemorated with a giant “earthwork” in a Kansas wheat field that depicted a larger-than-life sandwich and lunchbox to encourage families to “Do the Switcheroo.” Media coverage of the crop art generated more than 29 million impressions, including two placements in USA Today within three weeks.
Social Networking on CaféMom – A partnership with CaféMom provided an opportunity for moms to take part in an online community to share knowledge and trade ideas for increasing their families’ whole grain consumption and making the lunchbox fun. Sara Lee engaged 100 influential moms, sent them loaves of Sara Lee Soft & Smooth bread and encouraged them to test the breads on their families and chat about it online. Sara Lee reached more than 25,000 moms and generated more than 650,000 impressions.
About Sara Lee Corporation
Each and every day, Sara Lee (NYSE: SLE) delights millions of consumers and customers around the world. The company has one of the world's best-loved and leading portfolios with its innovative and trusted food, beverage, household and body care brands, including Ambi Pur, Ball Park, Douwe Egberts, Hillshire Farm, Jimmy Dean, Kiwi, Sanex, Sara Lee, and Senseo. Collectively, these brands generate more than $12 billion in annual net sales covering approximately 200 countries. The Sara Lee community consists of 52,000 employees worldwide. Please visit www.saralee.com for the latest news and in-depth information about Sara Lee and its brands.
About The Marketing to Moms Coalition
The Marketing to Moms Coalition is the only industry group dedicated to furthering an understanding of America's most powerful consumers. A not-for-profit organization, the group's goal is to share knowledge and insights about moms to help marketers create programs that engage and empower this driving force of the American economy. More information about the coalition can be found at www.marketingtomomscoalition.org.
For more information contact:
Marketing to Moms Coalition