Hillshire Farm® Introduces Brand New Campaign That Is “So Good. They’ll Think It’s For Them”

Humorous new campaign featuring “Bridesmaids” star Wendi McLendon‐Covey showcases brand’s product portfolio while shedding light on the motivations behind every great meal


DOWNERS GROVE, Ill. – Hillshire Farm announced today the launch of a new full 360° marketing and national advertising campaign, “So Good. They’ll Think It’s For Them,” to showcase the brand’s entire portfolio of high quality, great tasting lunchmeats, smoked sausage and cocktail links. Ushering in a new chapter in the company’s 76‐year history and in keeping with its tradition of great advertising, the campaign features an all‐star team that includes “Bridesmaids” star Wendi McLendon‐Covey, Oscar Award‐nominated director David O. Russell and E! “Fashion Police” co‐host George Kotsiopoulos. The spots are designed to resonate with women who provide for their families and express their care through delicious, high‐quality meals. The advertisements bring to light these inspirations as well as the secret motivations behind the meals they prepare for their families and loved ones, while highlighting how Hillshire Farm can help them get a little “something extra” out of the meals they make.

The multi-layered marketing launch will include TV, print, radio, online advertising, social media, event marketing, in-store activation, public relations and the re-launch of the Hillshire Farm website, www.hillshirefarm.com. The campaign showcases how the delicious taste, premium quality and convenience of Hillshire Farm lunchmeats and smoked sausage enhance the family mealtime experience through great sandwiches and sausage dishes, every time.

“In ‘So Good. They’ll Think It’s For Them,’ we’ve created a fun and humorous campaign that takes a peek at the secret motivations that are the genesis for every great meal. When you’re preparing a Hillshire Farm meal, you’re creating a “win-win” – your family receives a delicious meal, and you get something out of it too. This campaign captures the light-hearted and humorous tone that has defined our ads while also showcasing the delicious taste and high quality food items within our portfolio,” said Kristin Kroepfl, Director of Marketing, Hillshire Farm. “This campaign was put together by a terrific team that includes some of the top talent in the entertainment business. David and George are among the best at what they do, and we are so thrilled to have Wendi in our ads as the inner voice – she is an incredible comedienne and one of Hollywood’s fast rising stars.”

“Hillshire Farm is a great brand, and as a fan of its advertising and someone who really enjoys its products, I am excited to star in this new campaign,” said Wendi McLendon-Covey. “The ads are a humorous take on why quality and taste are foremost in the minds of women as they make great meals for their loved ones, and I’ve had a lot of fun bringing my character in the campaign to life, to help show the real reasons why we cook.”

Created by the Los Angeles office of TBWA\Chiat\Day, the initial launch of the new Hillshire Farm creative will debut today with :15 and :30 versions of television spots airing nationally, as well as in markets across the country. The roll-out of the campaign will extend to social media channels, including Facebook, where consumers can view exclusive Hillshire Farm content and recipes for creating “winwin” meals. Consumers will also have the opportunity to receive special coupons, as well as share their own “So Good. They’ll Think It’s For Them” stories.

TV:
“Something New” (:15 and :30)
• “Something New” opens with a woman standing in her kitchen, preparing a tasty Hillshire Farm perfectly seasoned chicken sausage meal with 50 percent less fat1. Her inner voice, played by Wendi McLendon Covey, reveals the secret motivation for making her husband’s favorite dish – create the perfect moment to tell him that they are signed up for dance lessons

“Anything” (:15 and :30)
• “Anything” brings to light a woman’s secret motivations for fixing Hillshire Farm slow-roasted turkey sandwiches for her family. The woman’s inner voice, played by Wendi McLendon- Covey, shows the ways she would enjoy free time for herself – including a soothing massage and a fun night with the girls

“The launch of this new campaign for the Hillshire Farm brand provides a great platform to showcase the entire portfolio under one fun, upbeat idea that speaks to its distinct consumer,” said Patrick O’Neill, executive creative director with TBWA\Chiat\Day. “It’s always exciting to work with a brand that allows us to create a character as distinctive and engaging as Wendi. Additionally, working with David O. Russell and George Kotsiopoulos to create her was an exciting creative experience.”

About Hillshire Farm
Hillshire Farm has been providing quality meat products since 1934. Our products are versatile, easy to use and are available in convenient stay-fresh packaging in a variety of cuts, sizes and flavors. The Hillshire Farm portfolio of quality meats includes Hillshire Farm sausage products, such as Hillshire Farm Smoked Sausage, Hillshire Farm Link Sausage and Hillshire Farm Lit’lSmokies® cocktail links. Visit www.hillshirefarm.comfor additional information.

About Sara Lee Corporation
Each and every day, Sara Lee (NYSE: SLE) delights millions of consumers and customers around the world. The company has one of the world’s best-loved and leading portfolios with its innovative and trusted food and beverage brands, including Ball Park, Douwe Egberts, Hillshire Farm, Jimmy Dean, Sara Lee and Senseo. Collectively, our brands generate nearly $9 billion in annual net sales from continuing operations. Sara Lee has approximately 20,000 employees in its continuing operations worldwide. In January, 2011, Sara Lee Corp. announced that it will divide the company into two pure play publicly-traded companies. One company will be focused around the current International Coffee and Tea business, while the other company will be focused on the North American Retail Meats and North American Foodservice businesses. For more information on this news, and on Sara Lee’s brands, please visit www.saralee.com.



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1 Based on USDA data for regular pork or beef smoked sausage