(SLE) Sara Lee Pitches Hillshire to Women

Hillshire Farm, a popular brand of meat owned and marketed by Sara Lee Corporation (SLE), launches a new ad campaign ‘So Good, They’ll Think It’s For Them’ to attract the women customers and add to the success of the already existing ‘Go Meat’ tagline.

Unlike the ‘Go Meat’ campaign which featured men in the backyards cheering for their Hillshire Farm sausage, the new commercial plays on the secret desires of women to be an excellent homemaker and care for their family by offering delicious and high-quality meals.

The new commercial features popular Hollywood actors like McLendon-Coveyand is quite innovatively designed, keeping with Hillshire Farm’s tradition of great advertising. The commercial prompts women to use meat from Hillshire Farm and win over several other situations by offering a delicious meal.

Advertisements have been made keeping in mind such socio-psychological framework. It depicts a woman getting motivated to prepare Hillshire Farm slow-roasted turkey sandwiches for the family as in turn she would find some time for a massage or a night out with her friends.

This new campaign has been prepared by the company’s age-old agency TBWAChiatDay and directed by feature film director David O. Russell. The multi-layered marketing launch will take place across 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.

Hillshire Farm was purchased by Sara Lee in 1971. Currently, Hillshire Farm offers 10 varieties of such sausages. Hillshire Farm has been promoting its smoked sausage during the summer and fall. For the winter months it stacks the shelves with hams.

In December 2010, Hillshire Farm sponsored Real Simple Consumer’s cross-platform mobile application to sell its smoked sausages through tempting display to iPad, iPhone and Android users.

We are encouraged by Sara Lee’s efforts to initiate a series of global projects to drive annualized benefits and see the earnings spur up by 5% to 8% by next year. However, slow global recoveryand contesting with retail giants like Kraft Foods Inc. (KFT) and Tyson Foods Inc. (TSN) could deter the growth. Sara Lee holds a Zacks #4 Rank, translating into a short-term Sell rating.

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