Sara Lee Dances with Disney's "High School Musical 3: Senior Year" in Extensive Film-Driven Campaign
Inspired by the Wildly Popular Disney Franchise, Sara Lee aims to
Help Increase Children's Whole Grain Consumption with Sara Lee Soft &
Smooth Brand Products
DOWNERS GROVE, Ill.--(Business Wire)--
Sara Lee Fresh Bakery, the maker of the best-selling bread in the
country, is launching an extensive marketing campaign to unite fans of
Disney's "High School Musical 3: Senior Year" with Sara Lee Soft &
Smooth(TM) 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.
The campaign will take place before, during and after the
theatrical release of Walt Disney Pictures' "High School Musical 3:
Senior Year" on Oct. 24 and will include television advertisements,
point-of-sale materials, public relations, an online presence, movie
theater events and a consumer sweepstakes contest.
"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," said Tim Zimmer, vice president, Sara Lee Fresh Bakery. "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."
This is the largest marketing initiative the company has
undertaken since the Soft & Smooth product line was introduced in the
summer of 2005. Soft & Smooth bread products have helped the Sara Lee
portfolio of baked goods, deli products and sweet goods reach one
billion dollars in annual sales earlier this year, making it the
company's first "billion dollar brand."
Sara Lee's campaign reinforces their commitment to educate America
on the benefits of whole grain and increased consumption. Health
professionals recommend most Americans consume three servings, or 48
grams, of whole grain daily to help maintain a healthy weight and
reduce the risk of stroke, diabetes and cancer. According to the U.S.
Department of Agriculture, the average American consumes far less than
the recommended servings of whole grain per day. Soft & Smooth bread
combines the nutrition moms feel good about serving with the taste and
texture kids love.
Celebrity-studded Commercial Leads Marketing Mix
Celebrities are included in a nationally-distributed, 30-second
Soft & Smooth bread television spot titled "Dance with Joy" to begin
airing Sept. 16 during the season finale of Disney's "High School
Musical: Get In The Picture." The ad, created by TBWA/Chiat/Day,
features four "High School Musical 3: Senior Year" stars: Corbin Bleu,
who plays Chad Danforth; Monique Coleman, who plays Taylor McKessie;
Lucas Grabeel who plays Ryan Evans; and Olesya Rulin who plays Kelsi
Nielsen. The teen stars dance and have some lunchtime fun with Soft &
Smooth bread.
More than 40 million packages of Soft & Smooth bread and
point-of-sale materials in 15,000 stores across the country will
feature a sweepstakes offer to win a movie screening with Bleu in a
promotion developed by consumer promotions agency, OgilvyAction. The
packaging will feature a picture of Bleu and movie branding.
The Sara Lee Web site, www.thejoyofeating.com/hsm3, will feature a
"High School Musical 3: Senior Year" microsite including games,
promotions, character-inspired sandwich recipes, lunchtime tips, and
the opportunity for families to register for Sara Lee Soft & Smooth's
Second Annual "Take Your Whole Grain Sandwich to School Day." Families
who pledge to send their children back to school on Sept. 3 with a
whole grain sandwich will receive a recorded congratulations phone
call from Bleu.
Beginning Sept. 2, kids also will be able to enter the Sara Lee
Soft & Smooth "Lunchtime Is Showtime" Video Contest, which challenges
kids to produce a 90-second video about the benefits of whole grain
nutrition and how it can fuel lunchtime fun. Consumers will be able to
vote online to help determine the winners, who will receive a
lunchtime visit to their school from "High School Musical 3: Senior
Year" stars Bleu and Justin Martin, as well as a $25,000 grant from
Sara Lee Soft & Smooth to bring joy to the school's lunchroom. See
official rules at www.thejoyofeating.com/hsm3 for full details,
including video submission requirements and judging criteria.
"Just as Disney's 'High School Musical 3: Senior Year' delivers
kids joy and fun mom can feel good about, Sara Lee Soft & Smooth
breads give kids the taste they want with the whole grain nutrition
that satisfies parents," said Zimmer. "The fans' affection for these
characters will encourage young kids to learn more about whole grain
nutrition."
"We are thrilled to align with Sara Lee on their promotional
campaign, as High School Musical 3 is a perfect fit for targeting kids
and moms," said Jim Gallagher, president of marketing, Walt Disney
Studios Motion Pictures. "We could not be more pleased with Sara Lee's
exceptional advertising campaign and feel it will complement our own
marketing."
Sara Lee North America Retail brand, Hillshire Farm, will also
promote its lunchmeat product line in conjunction with the release of
the movie. The brand will have point-of-sale materials featuring
character-themed sandwich recipes and a national on-pack promotion on
assorted Hillshire Farm Deli Select Ultra Thin products for free movie
tickets. Hillshire Farm is also partnering with Soft & Smooth on
account-specific marketing activities and in-pack promotions.
About Sara Lee Soft & Smooth Breads
Products included in the Soft & Smooth bread and bun lines are:
Sara Lee Soft & Smooth made with Whole Grain White Bread, Sara Lee
Soft & Smooth 100% Whole Wheat Bread, Sara Lee Soft & Smooth 100%
Honey Whole Wheat Bread, Sara Lee Soft & Smooth Honey made with Whole
Grain White Bread, Sara Lee Soft & Smooth made with Whole Grain White
Hamburger and Hotdog Buns, and Sara Lee Soft & Smooth Wheat Hot Dog
and Hamburger Buns made with Whole Grain. Sara Lee has seen success
with its bread line, particularly the Soft & Smooth made with Whole
Grain White Bread, which since its launch in 2005 has become the
best-selling loaf in the country. Consumers can learn more about Sara
Lee products at www.thejoyofeating.com.
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 $13 billion in annual net sales covering approximately 200
countries. The Sara Lee community consists of 44,000 employees
worldwide. Please visit www.saralee.com for the latest news and
in-depth information about Sara Lee and its brands.
About Disney's High School Musical 3: Senior Year
Disney's "High School Musical" phenomenon leaps onto the big
screen in HIGH SCHOOL MUSICAL 3: SENIOR YEAR, in which America's
favorite high school students (ZAC EFRON, VANESSA HUDGENS, ASHLEY
TISDALE, LUCAS GRABEEL, CORBIN BLEU and MONIQUE COLEMAN) hit senior
year. Amidst a basketball championship, prom and a big spring musical
featuring all of the Wildcats, Troy and Gabriella vow to make every
moment last as their lifelong college dreams put the future of their
relationship in question. A crew of sophomore Wildcats (MATT PROKOP,
JUSTIN MARTIN, JEMMA MCKENZIE-BROWN) joins in the fun as the film's
incredible new music and exciting dance numbers take maximum advantage
of the big screen. HIGH SCHOOL MUSICAL 3: SENIOR YEAR premieres
nationwide Oct. 24, 2008.
About Disney's High School Musical Franchise
Disney's "High School Musical" premiered in January 2006 on Disney
Channel U.S. and posted the highest ever ratings for a Disney Channel
Original Movie at the time. It went on to become a smash hit
internationally, airing on 27 Disney Channels and free-to-air
broadcasters worldwide. It has reached more than 255 million viewers
in more than 20 languages across 100 countries. It was the first TV
movie to be offered on the iTunes Music Store, and was the #1 TV movie
on DVD in 2006. That same year, the movie's soundtrack was the #1
ranked album.
"High School Musical," directed by Kenny Ortega, written by Peter
Barsocchini, and produced by Bill Borden, Barry Rosenbush and Don
Schain, delivered licensed amateur and professional touring stage
productions, a best-selling junior novel, a popular consumer products
franchise at mass retailers, a themed show at Disneyland(R) Resorts in
Anaheim, Orlando and Paris, a sold-out 42-date arena concert tour in
North America and Latin America, and a popular touring ice show around
the world. Adding to its success, it won two Emmy Awards, a DGA Award,
an Imagen Award and a Director's Guild of America Award, among other
honors. It received a Billboard Music Award (Soundtrack of the Year)
and was nominated for an American Music Award.
"High School Musical 2" was ranked the #1 basic cable telecast of
all time following its August 17, 2007, premiere (18.6 million
viewers) and thus far has been seen by 200 million total worldwide
viewers in 24 languages. The "High School Musical 2" DVD release was
the top-selling TV property on DVD for 2007. The movie's soundtrack is
triple Platinum.
(C) Disney.
O'Malley Hansen Communications
Gina Raeber, 314-721-8121
or
Sara Lee
Sara Matheu, 630-598-8722
or
Walt Disney Studios Motion Pictures
Jasmine Madatian, 818-560-5610
Copyright Business Wire 2008
