Arc wins Sara Lee promotion account

DOWNERS GROVE, IL: Sara Lee Food & Beverage has named Arc Worldwide as promotional AOR.

DOWNERS GROVE, IL: Sara Lee Food & Beverage has named Arc Worldwide as promotional AOR.

Sara Lee Food & Beverage, the North American retail food division of Sara Lee, includes brands Jimmy Dean, Ball Park, Hillshire Farm, Senseo and Sara Lee. Arc Worldwide's duties will include US consumer promotion and marketing initiatives, as well as creation of retail activities.

Lisa Hurwitz, SVP of business development and marketing, said that the agency would create an integrated marketing platform, using brand-specific promotions and promotions across the Sara Lee spectrum. A majority of the promotions will happen in stores through loyalty programs and events tailored to specific dates, but Hurwitz noted that there will be plenty of online opportunities, such as coupons available at different Web sites, e-mail marketing, and in-store Internet kiosks.

"The more retailers are capturing data on their customers, the more smart marketers like Sara Lee, with the help of Arc, will be able to leverage that data to find out more about shoppers and what is in their shopping basket," Hurwitz said. "When she goes into a store, what does she buy and what does she look for?"

"We will be successful by offering compelling promotional programs that excite and incent consumer trial," said Karen Stolman, Sara Lee manager of media development and communications, in an e-mail.

Sara Lee currently works with PR agencies MWW Group, MS&L, and KFO PR.

"If the consumer communication campaign does include PR, Arc and the PR firm would work cohesively to accomplish the objective," said Stolman.

Arc won the business through an RFP process that included more than a dozen agencies and took four months. Hurwitz said the agency took a holistic approach to Sara Lee data before pitching.

"We take a deep dive into insights about the Sara Lee brand and the consumer shopper," Hurwitz said, adding that Arc has an entire practice devoted to shoppers. It also works on some Procter & Gamble accounts.

Stolman said that Arc "demonstrated a keen understanding of how to reach our consumers with a compelling thought process and target campaign."

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