Sara Lee launching deli campaign with radio


Sara Lee Deli announced the launch of “Meat Brought To Perfection,” an integrated marketing campaign to drive increased awareness of its pre-sliced and sliced-to-order meats. The campaign, via TBWAChiatDay LA, includes radio, digital, billboards, free standing inserts and in-store activation.

11 markets have been bought, including Boston, Charleston, SC, Chicago, Cincinnati, Columbia, SC, Dallas; Grand Rapids, MI, Greenville, SC,  Indianapolis; Norfolk  and Richmond, VA. The series of three 30-second radio ads, “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.

Websites on the buy include iVillage, Centro, MyWebGrocer, AllRecipes and SpecificMedia.

The campaign, targeting folks passionate about their deli meat and appreciate perfection in the smallest detail, uses relatable humor to convey while perfect moments are hard to come by, the perfect deli meats are always available from Sara Lee.