Sara Lee – 50 Year Anniversary

Approach

Although many Australians purchase and consume Sara Lee product, they don’t tend to refer to it as a truly Australian brand. Our task was to leverage Sara Lee’s 50^th anniversary to make Australians fall back in love with the brand they remember and trust from their childhood.

We developed a 360 approach to ensure we were gaining mass awareness both locally and nationally for Sara Lee.

Our approach included an in-depth community focus, working with the Sara Lee team to uncover unique storylines of the expert bakers, pastry chefs and multi-generational factory workers who make Sara Lee the special brand it is.

In line with this we engaged national breakfast show, Sunrise to do a behind-the-scenes tour of the factory as well as securing coverage with local titles to generate a feeling of community on the Central Coast.

We also engaged leading baking influencer (and huge Sara Lee fan), Kat Sabbath to host a ‘Golden Anniversary’ event in Sydney with leading media and social influencers. This was followed with media gifting to Victorian influencers and media to ensure no one was missing out!