For decades, Sara Lee’s delicious desserts have been cherished by Aussies old and young. But in the past five years, there’s been a dip in brand loyalty and sales – particularly from younger consumers. Though this audience has fond childhood memories of a Sara Lee treat, the brand had slipped off their radar.
Tackling this challenge, we were tasked with developing a campaign that made desserts at home feel special without losing any precious family time in preparation. The goal was simple – make Aussies fall in love with Sara Lee again.
Centred around the comfort of home – a notion that has become more relevant than ever before due to COVID-19 – the campaign celebrates that no matter how hectic life is, home will always be a place to slow down, appreciate what we have and make memories with the ones we love.
And, as Sara Lee has been a standout in Aussie fridges and freezers for 50years, it’s the perfect partner for families who want to enjoy the comfort of their home and turn any moment into magic. Who better to make that happen than‘Me & Sara Lee’?
Rolling out across print, out-of-home, digital display, video and social, the Me & Sara Lee campaign will reinvigorate our love between for the cherished range of desserts and ice-creams in the freezer aisle.