DOWNERS GROVE, ILL. – Jimmy Dean has launched a new, full-scale advertising and marketing campaign, “Morning Villains,” which is designed to resonate with moms. It supports the new Jimmy D’s line from Jimmy Dean. This new offering of breakfast products combine turkey sausage with the taste kids love, the company said – and they are available in three varieties. Each features 210 calories or less and seven or more grams of protein.

This program is promoted by marketing using radio, TV, in-store and online vehicles.

“The ‘Morning Villains’ campaign takes a humorous approach on what can happen if you don’t start the day with breakfast – and how moms can help save the day with Jimmy D’s products,” said Daryl Gormley, vice president breakfast and snacking, Sara Lee North American Retail. “Showing our classic Sun character in superhero garb, these ads were designed specifically to resonate with moms while delivering our message in a fun and creative way.

“This marketing campaign to launch the Jimmy D’s line is one of the largest for the brand as Sara Lee Corporation further invests in the growth of priority brands,” he added.