The Sara Lee ‘Saga’ Continues

Sara Lee Deli yesterday unveiled its “Saga Solver” social media campaign with the aim of helping moms simplify their lives. The campaign, which supports the company’s new Fresh Ideas pre-sliced and sliced-to-order deli meats, offers mothers advice and insights from three nationally recognized experts to help solve their everyday challenges, building upon the success of the Sara Lee Deli “Mama Saga” program that bowed last September.

The program provides moms the opportunity to interact with the three Saga Solvers, who will provide tips and advice on food preparation, getting kitchen and family schedules organized, and family advice, all housed on Sara Lee Deli’s Facebook page ( Additionally, consumers will find out the latest about the three Sara Lee Deli Mama Saga moms, who originally starred in satirical Web-cam videos on Metacafe, Facebook and other video-sharing sites. Since launching in September, the videos have logged 2.5 million online views.

Slated to debut from February to June on the Metacafe Sara Lee Deli Channel ( and the Facebook page, as well as such other sites as YouTube and Yahoo! Video, the six new clips updating the Mama Saga stories were created with Second City Communications, the business services arm of the Second City Theater.

“The Mama Saga campaign demonstrated that the social media space provides Sara Lee Deli immediate and intimate ways to reach moms and build relationships,” noted Paula Shikany, director, Sara Lee Deli. “Providing moms with entertaining and educational content about the areas that matter most helps us be a resource to allow Mom to simplify and streamline her life.”

As well as regularly posted tips, advice and recipes, the Saga Solvers will hold one live chat per expert, dispensing solutions to problems in real time. The first “Saga Solver,” TV culinary celebrity and mom Ceci Carmichael, will provide guidance on food preparation and recipes. Carmichael’s tips will appear regularly on the Facebook page for the following six weeks. The next two “Saga Solvers” will be introduced in the coming weeks.

Sara Lee Fresh Ideas pre-sliced deli meats contain no fillers and offer premium, thin-sliced meats in convenient resealable tubs. The meats come in 14 varieties of turkey, ham, chicken and beef, and retail for a suggested price range of $4.99 through $5.99, depending on the region. Sara Lee Fresh Ideas sliced-to-order deli meats are available behind the deli counter in 28 varieties of turkey, ham, chicken and beef. Minimally processed and containing no fillers, the oven-roasted deli meats retail for a suggested price range of $6.49 through $8.49 per pound, depending on the region.

Downers Grove, Ill.-based Sara Lee’s many well-known brands include Sara Lee, Ball Park, Hillshire Farm and Jimmy Dean. The company has 41,000 employees worldwide.
This ad will auto-close in 10 seconds