ST. LOUIS: Sara Lee Bakery Group has launched a low-six-figure PR campaign to support a new line of reduced-carb, low-calorie sandwich breads called Sara Lee Delightful breads as America's fascination with low-carb diets continues to dictate much of the marketing of new food offerings.
The company spoke with three PR agencies that it has previously worked with before selecting Fleishman-Hillard late last year. Fleishman "best captured the selling proposition for the product, which is really a focus on taste," explained Matt Hall, VP communications at Sara Lee.
While the new line has fewer carbs and calories than traditional sandwich breads, it is not aimed at the hard-core practitioners of the wildly popular low-carb Atkins diet, Hall explained.
"It's not meant to be on the shelves a year or two and then fade away," he said. "It's tailored to consumers with a heightened awareness of carbs and calories, not hard-core dieters."
Sara Lee offered USA Today an exclusive story on the new line December 29. It issued a release that day and began pitching local stories in the 17 markets where it has bakeries making the product line - as well as in key sales markets.
A satellite media tour was held December 30 with Phil Lempert, a food-industry analyst. Lempert also is quoted in the release discussing the low-carb movement.
Last week, mailings were in progress to food editors in the US' top 50 markets, and outreach was underway to long-lead health and women's magazines.
With Fleishman's help, Sara Lee launched a new website, www.breaducation.com, in an effort to educate consumers on the benefits of bread.
Press materials also are focusing on education and nutrition, quoting nutritionists before company officials, Hall noted.