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Jimmy Dean Breaks $25 Million 'Happy Breakfast' Campaign

DOWNERS GROVE, Ill. -- Jimmy Dean, a key national brand within the Sara Lee Corp., yesterday broke a new $25 million "Happy Breakfast" ad campaign to reinforce Jimmy Dean as the quintessential breakfast experience while also showcasing the brand's delicious, quick and easy-to-prepare line of products.

The new campaign will "revolve" around the Sun, which will be the star attraction of the new national advertising campaign. Featuring the tagline, "Happy Breakfast," the initiative will include television advertising on top-rated morning programs, as well a print ad in USA Today. The initiative will also include a combination of national TV, national and regional radio advertising, as well as in-store promotions.

"We worked closely with The Sun and the team at TBWAChiatDay Los Angeles to create a fun campaign that, at the same time, won't make light of Jimmy Dean's proud tradition and strong values," said Jim Ruehlmann, Jimmy Dean's s.v.p.

"In a society that is increasingly on the go, it's not uncommon to forget breakfast, the most important meal of the day. This campaign reinforces Jimmy Dean's long-standing values of taste, quality and flavor while also shining attention on our convenient and delicious microwaveable food items," Ruehlmann noted.

The broadcast phase of the campaign will include five new TV spots and several radio spots that will feature a humorous look at The Sun, his breakfast habits, family life, and how Jimmy Dean fits into his hectic, on-the-go lifestyle.

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