August 29, 2008

Sara Lee to Launch Campaign As Part of Soft & Smooth Brand Marketing Program

Sara Lee Fresh Bakery has announced that it is launching a marketing campaign to unite fans of Disney's 'High School Musical 3: Senior Year' with Sara Lee Soft & Smooth bread products. The film promotion is part of a multi-million dollar marketing program Sara Lee Fresh Bakery is investing into its Soft & Smooth brand.

Sara Lee Fresh Bakery said that the campaign will take place before, during and after the theatrical release of the movie on October 24, 2008 and will include television advertisements, point-of-sale materials, public relations, an online presence, movie theater events and a consumer sweepstakes contest.

According to Sara Lee, this campaign reinforces its commitment to educate America on the benefits of whole grain and increased consumption.

Tim Zimmer, vice president of Sara Lee Fresh Bakery, said: "We are thrilled to be involved with this incredible movie franchise that has engaged the imagination of our core consumers - kids and their parents in fun-loving households who enjoy our products as well. As families eagerly anticipate the movie's release, we are integrating our brand into the movie at every imaginable consumer touch point in a way that is unprecedented for a bread brand."