Sara Lee launches 'Saga Solver' campaign
February 23, 2010
by Bryan Salvage
DOWNERS GROVE, ILL. — Sara Lee Deli has launched its “Saga Solver” social media campaign.
Company officials say the new Sara Lee Fresh Ideas pre-sliced and sliced-to-order deli meats campaign will offer moms advice and insights from three nationally recognized experts to help solve their everyday mama sagas. This campaign builds upon the success of the Sara Lee Deli “Mama Saga” program launched in Sept. 2009.
Three nationally-recognized “Saga Solvers” will offer tips and advice in food preparation, helping mom get her kitchen and family schedules organized and family advice. All will be housed on Sara Lee Deli’s Facebook page (www.facebook.com/saraleedeli).
The program will also update the lives of three Sara Lee Deli “Mama Saga” mamas, who originally appeared in satirical web-cam videos on Metacafe, Facebook and other video sharing sites. Since launching in September, the videos have recorded 2.5 million online views.
“The ‘Mama Saga’ campaign demonstrated that the social media space provides Sara Lee Deli immediate and intimate ways to reach moms and build relationships,” said Paula Shikany, director, Sara Lee Deli. “Providing moms with entertaining and educational content about the areas that matter most helps us be a resource to allow mom to simplify and streamline her life.”
Each “Saga Solver” will serve as a resource to moms who visit the Facebook page through tips, advice and recipes posted regularly, as well as through one live chat per expert where moms can get answers to their issues in real time.
“Saga Solver” No. 1, Ceci Carmichael, will offer guidance on food preparation as well as recipes. She is also a busy mom and the former host of Food Network’s “Calling All Cooks” and “Good Food Fast.” She has an extensive background in food preparation. Ceci’s tips will be posted regularly on the Facebook page and will be featured for six weeks.
The next two “Saga Solvers” will be announced in the coming weeks.
The “Saga Solver” campaign will also introduce six videos revisiting “Mama Saga” moms from the original campaign and highlighting their most recent mama sagas. The videos will be released from February to June and will be featured on the Metacafe Sara Lee Deli Channel (www.metacafe.com/saraleedeli) and Facebook page as well as a variety of other sites including: YouTube and Yahoo! Video.
Sara Lee Fresh Ideas pre-sliced deli meats are made with no fillers and offer prepackaged convenience. This deli product delivers premium, thin-sliced meats in convenient, resealable tub packaging. Products are available in 14 varieties of turkey, ham, chicken and beef and are found near the deli case. Suggested retail price ranges from $4.99-$5.99.
Sara Lee Fresh Ideas sliced-to-order deli meats are available behind the deli counter in 28 varieties of turkey, ham, chicken and beef. Minimally processed and containing no fillers, the deli meat is oven-roasted delivering on premium taste and quality. Product is available in retailers throughout the country with a suggested retail price ranging from $6.49-$8.49 per pound.