“In life, planned perfect moments rarely turn out so perfect,” said Don Baker, director, Sara Lee Deli. “Through this campaign, by capturing some of life’s milestones and moments — like the first day of school — then ending with a humorous twist, we can better connect with our audience. It lets Sara Lee Deli talk about its products, drive consumers to their location in the grocers’ deli and communicate the high quality of our meats.”
This campaign includes a third series of videos created with Second City Communications that features moments from three busy women’s lives with unexpected outcomes. The videos will be released and promoted over six weeks via Social Theater, a dynamic brand engagement platform within Facebook, as well as featured on the Sara Lee Deli Facebook page at www.facebook.com/saraleedeli.
As part of the campaign, Harris Interactive conducted an online survey with more than 2,000 US adults, half of whom were female. The survey intended to identify how women struggle when it comes to creating perfect meals and sandwiches. Only 55 percent of American women would eat a meal they created for a special occasion if it didn’t come out the way they expected.
In response, Sara Lee Deli created sandwich tips and recipes with Sara Lee Chef Catherine DeOrio, available on the brand’s Facebook page, to help solve her meal “perfecting” struggles.
Other survey findings include:
• Sixty percent of US women who ever make deli sandwiches at home struggle with some aspect of making the perfect sandwich.
• Thirty-five percent of US women who ever make deli sandwiches at home have trouble coming up with more creative deli sandwiches when making a sandwich at home.
• Ninety-five percent of US women spend at least one hour preparing the perfect meal for their family and friends.
This campaign is an extension of the 2009 Mama Saga Moments and 2010 Saga Solver Experts and Lunchtime Challenge programs, which were aimed to raise awareness of the brand’s pre-sliced portfolio, offering solutions while building a strong connection with moms via Facebook and other social media vehicles. Sara Lee Deli boasts more than 85,000 fans, and 4 million views of its previous videos.
“Life’s Not Perfect” marks the first year the brand will promote both its pre-sliced and sliced-to-order varieties, focusing on its entire portfolio as a premium, go-to solution. The campaign supports the brand’s larger creative campaign initiative, “Meat Brought To Perfection,” which focuses on quality and product location of its meats.