"We're looking to build upon 'Mama Saga,' and have a connection to moms through authentic, relatable moments," said Paula Shikany, director of Sara Lee Deli, which is working with AOR O'Malley Hansen on the campaign. She added that the Mama Saga campaign really demonstrated that the company can use the Internet to build up relationships with mothers.
Working again with Second City Communications, Sara Lee created videos, hosted on Metacafe and other video-sharing sites, featuring the Mama Saga mothers and showcasing the problems - with a dose of humor - that they have with their families. The videos from the original Mama Saga campaign have had more than 2.5 million online views, the company reported.
The next step of the campaign leads moms to Sara Lee Deli's Facebook page for the answers to these problems, and the company partnered with experts to share food, organizational, and family advice via Facebook. The message is about promoting the fact that "Sara Lee wants to help you feed your family better," Shikany said.
Starting with Ceci Carmichael, former host of Food Network shows Calling All Cooks and Good Food Fast, each source will provide tips, recipes, and advice for six weeks via Sara Lee Deli's Facebook page. They will also do one live chat each during their six-week run, with Carmichael's scheduled for March 10. Sara Lee Deli is also using Twitter to promote the campaign.
"We're excited about building upon the foundations we have," Shikany said. "Social media is a path we're going to continue to stay on."