Sara Lee targets moms with social media campaign

by Bryan Salvage
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DOWNERS GROVE, ILL. — "Mama Saga," which is designed to be a humorous social media-based campaign targeting mothers is being launched Sept. 14 by Sara Lee Deli.

Sara Lee Deli officials plan to build an online community designed for mothers who face daily parenting sagas while aiming to provide convenient options with its Sara Lee Deli Fresh Ideas pre-sliced deli meat. The videos were created in conjunction with Second City Communications, the business services arm of the Second City Theater.

"We understand the importance of creating new opportunities to speak with moms one-on-one, and we know the most immediate and engaging way to do this is online, where today’s moms are communicating," said Paula Shikany, senior brand manager, Sara Lee Deli. "The ‘Mama Saga’ campaign is designed to first provide mom with a daily laugh and then engage her in ongoing dialogue so we can be a better resource. Overall, we want the ‘Mama Sagas’ to act as a conversation starter while building brand awareness to drive moms to Sara Lee Fresh Ideas pre-sliced deli meats which are located in the self-serve deli section of grocery stores."

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