Sara Lee looks to impress moms as it launches Jimmy D's products

Sara Lee wanted to position its new Jimmy D's turkey sausage product as kid-friendly and promote it as the lowest-sodium product in the Jimmy Dean brand portfolio.

Client Sara Lee (Chicago)

PR agency MWW Group (New York)

Campaign Jimmy D's launch

Duration March-October 2010

Budget $200,000-$500,000

Sara Lee wanted to position its new Jimmy D's turkey sausage product as kid-friendly and promote it as the lowest-sodium product in the Jimmy Dean brand portfolio, the target being influential moms.

"We wanted to make a big splash," says Valerie Zanchettin, brand manager for Jimmy Dean at Sara Lee. "We realized it was important to make sure the nutritionals were really in check."

STRATEGY

With the goal to communicate its message to as many moms as possible, the team, including MWW Group, decided to leverage the BlogHer platform and sponsor its annual conference, held this past August.

The team secured an 80 x 20 square-foot space - the largest at the conference - that also incorporated Sara Lee's Hill-shire Farm brand.

Tactics

The team set up a kitchen and digital lounge area and brought the familiar sun character from the brand's commercials to take part in one-on-one, exclusive video interviews with key bloggers. It also issued samples, reached out to long-lead lifestyle out-lets beginning in March, and promoted the effort on Facebook and Twitter.

"We used PR and social media to really generate that first initial buzz," says Joe Cohen, group VP at MWW. "It would provide a good ramp-up to the rest of the campaign's traditional advertising."

Results

Coupon redemption for a free Jimmy D's product was 20%, versus the typical benchmark of 5% for a $1 off coupon.

The effort generated more than 500 placements, and the Jimmy Dean brand had the largest share of mentions compared to other brands at the conference, according to a Radian6 analysis. The Facebook page also generated about 2,800 new fans following the event.

Future

The team will likely reach out to bloggers that it engaged at the BlogHer conference, providing them exclusive news.

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