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Sara Lee Bows 'Joy of Eating' Campaign to Promote Signature Brand

DOWNERS GROVE, Ill. -- Sara Lee Food & Beverage based here is celebrating "The Joy of Eating" with a multi-media advertising campaign introduced this week. The effort marks the first time the company has advertised its signature Sara Lee brand of breads, deli meats, cheeses and desserts under one comprehensive platform.

The campaign, which celebrates the vital and enjoyable emotional connection food plays in people's lives, will launch with television advertisements and Web site, and will be incorporated into all of the Sara Lee brand's marketing programs.

"The Joy of Eating demonstrates Sara Lee's commitment to ignite a movement to bring joy back to meal and snack time," said Kim Feil, Sara Lee Food & Beverage's c.m.o. "While food has become functional and efficient in people's busy lives, we will remind people of the simple truth that we all prefer great tasting food at the center of all of our favorite times."

The campaign, created by TBWAChiatDay, Los Angeles, demonstrates the breadth of the Sara Lee product portfolio as a great tasting and fresh solution for breakfast, lunch, dinner, and snacking. The campaign is targeted to food-lovers, people who are passionate about food and its role in their daily lives and who enjoy being part of the creative process.

The first television advertisement, "Yummy," is a 30-second spot designed with stop-action photo montages of people mid-bite celebrating the joy of eating with shots of Sara Lee products used in personal creations, accompanied by the song Happy, Happy, Joy, Joy, performed by celebrity voiceover artist Billy West.

"People may be busy, but they genuinely don't prefer functional food they can eat in the car," said Peter Reiner, v.p./Sara Lee brands, Sara Lee Food & Beverage. "They are really emotionally connected to food, love food and would rather have fresh, great-tasting food."

"People are going to see The Joy of Eating spirit whenever they come into contact with the Sara Lee brand," said Feil. "It's a powerful example of how our people and products achieve our entire company's goal to simply delight consumers every day."

Sara Lee Food & Beverage, the North American retail food division of Sara Lee Corp., develops and markets baked goods, packaged meats, and coffee.

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