Sara Lee goes back to 'High School'

Sara Lee partnered with Disney's High School Musical 3: Senior Year, hitting theaters on October 24, for its latest campaign, "Lunchtime is Showtime," which...

Sara Lee partnered with Disney's High School Musical 3: Senior Year, hitting theaters on October 24, for its latest campaign, "Lunchtime is Showtime," which educates kids on the benefits of whole-grain nutrition.

Launched in early September, the integrated campaign includes a "Dance with Joy" ad featuring HSM3 stars, a sweepstakes, a satellite media tour, and a video contest for kids. Students can shoot their own video about eating whole grain foods, and the winner will receive a visit to his or her school from HSM3 stars Justin Martin and Corbin Bleu, who is also serving as the campaign's ambassador.

Reaching out to mothers and school-aged kids, the campaign also has a robust online portion, with a Web site, and a Facebook page. Sara Lee and its agency, O'Malley Hansen Communications, will be posting the student-submitted videos on YouTube and are reaching out to HSM fan sites and blogs.

Phase two of the PR campaign will kick off around the DVD release of HSM3.