Hillshire Farm and Jimmy Dean Cook Up Social Media Buzz at BlogHer ‘11

Hillshire Farm Serves up Great Meals at the “So Good Bistro” – the only Pop-Up Eatery on the BlogHer Showroom Floor – and Welcomes a Guest Appearance by “Bridesmaids” Star Wendi McLendon-Covey

Jimmy Dean Rolls out the “Great Day Delivery Truck” to Serve Hearty Jimmy D’s Breakfasts to BlogHer attendees; Announces the Launch of its National Partnership with Share Our Strength’s No Kid Hungry Campaign

DOWNERS

DOWNERS GROVE, Ill. – Sara Lee North American Retail announced today that Jimmy Dean and Hillshire Farm, two of the company’s iconic brands, will together serve as Diamond Sponsors at BlogHer ‘11, the pre-eminent annual conference for female bloggers. In its seventh year, BlogHer ‘11 will mark the largest BlogHer conference to date, and is the largest social media event of the year, with over 3,000 anticipated attendees gathering from across the country at the San Diego Marriott Marquis and Convention Center from August 4-6, 2011. Jimmy Dean and Hillshire Farm will return to the conference for the second consecutive year, once again hosting one of the largest booths on the trade show floor, bringing to life the unique brand personas while building deeper engagement and understanding with top influencers from across the blogosphere.

“BlogHer brings together 3,000 of the most influential female bloggers under a single roof providing the perfect platform to engage and establish deeper connections with this critical audience as well as gather valuable insights,” said Daryl Gormley, Vice President, Jimmy Dean and Hillshire Farm. “We’re also seizing upon BlogHer as the perfect stage to make a number of significant announcements. Hillshire Farm will launch several exciting and innovative new additions to its line-up of premium quality meats, including the addition of two new sub-brands within our portfolio. Additionally, for Jimmy Dean, we’re looking to BlogHer as the perfect opportunity to generate awareness and support for a very important initiative. We will launch a national effort from Jimmy Dean and Share Our Strength’s No Kid Hungry Campaign to help put an end to childhood hunger in America, one of the most critical and debilitating issues facing the future of our nation.”

Jimmy Dean “Delivering Great Days”

Jimmy Dean will make BlogHer history by rolling onto the showroom floor in style in The Sun’s “Great Days Delivery” truck. At BlogHer, Jimmy Dean will unveil a delicious new addition to its popular line-up of Jimmy D’s breakfast foods, Breakfast Minis, a turkey sausage patty on a mini croissant. Containing 230 calories and 11 grams of protein per serving, Jimmy D’s Breakfast Minis provide a convenient option for attendees who want to start the day off right with a balanced breakfast* that includes protein. Additionally, BlogHer will mark the announcement of the Jimmy Dean national partnership with
Share Our Strength’s No Kid Hungry Campaign, a national effort to end childhood hunger in America by 2015. BlogHer attendees will be empowered to deliver great days to those who need it most by helping end childhood hunger in America – on-site from the showroom floor.

Hillshire Farm “So Good Bistro”

Hillshire Farm will take center stage on the showroom floor with the grand opening of the first and only pop-up eatery at BlogHer – the So Good Bistro. BlogHer attendees will have an opportunity to be the first to taste a variety of delectable new additions to the Hillshire Farm portfolio of premium quality items prepared by expert chefs. Additionally, the So Good Bistro will host a guest visit and autograph signing from comedienne and “Bridesmaids” star, Wendi McLendon-Covey, who is also starring in the new Hillshire Farm “So Good. They’ll Think It’s For Them” advertising campaign.

About Jimmy Dean

Jimmy Dean is America’s favorite protein breakfast brand**. Since 1969, the brand has ensured quality in every plate, providing warm, satisfying breakfast options the whole family can enjoy. Jimmy Dean Fresh Roll Breakfast Sausage, Fresh Links & Patties, Bacon, Fully Cooked Sausage Links & Patties, Omelets, Skillets, Sandwiches, Breakfast Bowls, Heat ’N Serve Sausage Links & Patties, and Pancakes & Sausage on a Stick boast full flavors and top quality ingredients guaranteed to make any meal the best.

Catering to families’ busy mornings and a growing desire for reduced calorie breakfast choices at home, the Jimmy Dean D-Lights® line provides convenient, better-for-you products, including breakfast bowls and sandwiches. All are excellent sources of protein, under 300 calories, and have half the fat of the leading breakfast bowl and sandwich, with the great taste you’ve come to expect from Jimmy Dean. And for moms who want to ensure their kids start the day off right, new Jimmy D’s products provide a convenient, hearty, satisfying breakfast option – made with wholesome turkey sausage, 210 calories or less and seven or more grams of protein. Visit www.jimmydean.com for additional information.

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 Deli Select® lunchmeats, Hillshire Farm Smoked Sausage, Hillshire Farm Link Sausage and Hillshire Farm Lit’l Smokies® cocktail links. Visit www.hillshirefarm.com for additional information.

*A balanced breakfast includes choosing nutrient-rich foods from each of the main food groups which include the dairy, grains, fruits, vegetables and protein food groups.

**Share of Breakfast Sausage and Frozen Protein Breakfast Categories, number one in Dollar Sales and Volume Sales data per IRI FDM + WM 52 weeks ending June 26, 2011


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.