Sara Lee® Brings Perfection to the Deli Category with Launch of Brands First Multimedia Advertising Campaign

Meat Brought To Perfection’ Campaign Targets Those in Search of the Perfect Deli Meats – Aims to Grow Awareness of Sara Lee Deli Pre-sliced, Sliced-to-Order Meats

DOWNERS GROVE, Ill. – Sara Lee Deli today announced the launch of “Meat Brought To Perfection,” a new, integrated marketing campaign to drive increased awareness of the Sara Lee Deli pre-sliced and sliced-to-order portfolios, focusing on its location in grocers’ deli sections. “Meat Brought To Perfection” will use relatable humor to convey while perfect moments are hard to come by, the perfect deli meats are always available from Sara Lee.

“Our strategy with the ‘Meat Brought To Perfection’ campaign is to demonstrate that our pre-sliced and sliced-to-order deli meats are a premium choice,” said Don Baker, director of marketing, Sara Lee Deli. “We will talk to our consumers through multiple channels and use humor to convey the Sara Lee Deli varieties, highlighting the deli location while reinforcing we have great tasting, convenient solutions for those who appreciate the care we take to provide deli meats that rise above the rest.”

The campaign, created by TBWA\Chiat\Day, Los Angeles, includes radio and digital advertising, billboards, free standing inserts and in-store activation, all profiling the breadth of the Sara Lee Deli portfolio as a premium offering. The campaign is targeted to people who are passionate about their deli meat and appreciate perfection in the smallest detail.

“Meat Brought To Perfection” seeks to showcase the high quality and care that goes into every slice of Sara Lee deli meat. Aimed at connecting with people who see their deli meat – be it pre-sliced or sliced-to-order – as the hero, the campaign connects their passion to the program’s main message that once a person finds the perfect deli meat, everything else works.

Sara Lee Deli will launch the campaign via radio, digital and billboard advertising in the following 11 markets, including Boston; Charleston, S.C.; Chicago; Cincinnati; Columbia, S.C.; Dallas; Grand Rapids, Mich.; Greenville, S.C.; Indianapolis; Norfolk, Va. and Richmond, Va. The series of three 30-second radio advertisements, “In a Perfect World,” “Location, Location, Location,” and “Norm,” communicate that while life’s not perfect, Sara Lee Deli has the perfect variety of pre-sliced and sliced-to-order meats in the deli section.

“We wanted to differentiate and drive awareness of Sara Lee Deli meat by using relatable humor as a way to connect with consumers,” said Patrick O’Neill, executive creative director, TBWA\Chiat\Day, Los Angeles. “‘Meat Brought To Perfection’ is meant to link to consumers’ongoing pursuit of perfection and their affinity for the highest quality deli meat available, which allows us to naturally highlight Sara Lee Deli meat superiority, location and great taste, making the brand more memorable as consumers visit their grocers’ deli.”

About Sara Lee Pre-Sliced Deli Meats
Sara Lee pre-sliced deli meats combine deli-quality meats with a fresh approach to packaging without having to wait in line at the deli counter. Made with no fillers and offering the prepackaged convenience consumers are looking for, this deli product delivers premium, pre-sliced meats, as well as the convenience, freshness, and resealability of tub packaging. The meats are available in 18 varieties of turkey, ham, chicken and beef, including lower sodium options, and are found in the deli section where Sara Lee sliced-to-order meats are sold. The suggested retail price ranges from $4.99-$5.99; depending on the region of the country the product is sold.

About Sara Lee Sliced-to-Order Deli Meats
Sara Lee sliced-to-order deli meats are available behind the deli counter in 29 varieties of turkey, ham, chicken and beef, including lower sodium options. Minimally processed and containing no fillers, the deli meat is oven-roasted delivering on premium taste and quality. The product is available in retailers across the country with a suggested retail price ranging from $6.49-$8.99 per pound depending on the region.



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.