NEW YORK: Hillshire Farm, a Sara Lee brand, has launched its new "So Good. They'll Think It's For Them" campaign aimed at women.
The initiative's goal is to attract more female consumers while increasing awareness about the variety and quality of the company's meat products.
On August 4-7, Hillshire is going to kick off the campaign with an event in San Diego at BlogHer '11, an annual networking conference where top brands launch products and women share social media advice with their peers.
“At BlogHer we will bring the campaign to life through an experiential event featuring an eatery on the expo floor, along with two food styling and photography workshop sessions,” explained Sara Matheu, director of brand communications at Sara Lee.
MWW Group, Sara Lee's PR agency since 2005 and Hillshire's since 2009, is taking the lead on media outreach, event planning, and marketing for the campaign.
The PR firm is also working closely with advertising agency TWBA\Chiat\Day, which helped develop the idea for the project.
"Our effort will focus on connecting with lead steer influencers — the reporters and bloggers who are driving the conversation," Joseph Cohen, SVP of consumer lifestyle marketing at MWW, explained. "Our activation at BlogHer and the media tasting events will provide an opportunity to engage these influencers on a deeper level to give them a full understanding of the brand.”
Sara Lee is planning a restructuring that will split the firm into two companies, currently under the working names of Sara Lee 2.0 and CoffeeCo., by March 2012.
Matheu said the new marketing campaign will remain unaffected by the anticipated reorganization.
“This campaign is specifically related to the Hillshire Farm brand only,” she added.
Other aspects of the multi-layered launch include media relations activities and food-tasting events for reporters and bloggers. In order to stay connected with consumers, Hillshire will have a strong social media component within the campaign, updating Facebook and Twitter with news, commercials, and events.