Publicis chosen to head pounds 2m Sara Lee marketing initiative

Sara Lee Bakery, the UK’s leading brand of frozen desserts, has chosen Publicis to help bring more excitement and convenience to the frozen confectionery cabinet.

Sara Lee Bakery, the UK’s leading brand of frozen desserts, has

chosen Publicis to help bring more excitement and convenience to the

frozen confectionery cabinet.



David Bolsher, Sara Lee’s incoming marketing director, is understood to

be keen for the brand to seize the marketing initiative in a sector

which has become increasingly dominated by own-label desserts and their

price-led marketing tactics.



Bolsher kicked off a creative and strategic review earlier this year

which included Publicis and other un-named agencies.



The previous incumbent on the pounds 2 million account was Banks Hoggins

O’Shea/FCB.



The media account will remain with Zenith.



Bolsher worked with Publicis during his years at United Biscuits, where

he was the international marketing controller responsible for UB’s Go

Ahead! brand.



Sara Lee has not spent large amounts on advertising over the past couple

of years although a new blitz is expected in the coming weeks. This is

likely to retain the strategy used by Banks Hoggins which positioned the

Sara Lee brands as an indulgence under the strapline: ’No-one needs Sara

Lee.’



Sara Lee’s biggest-selling products are its frozen double chocolate

gateaux, Danish pastries and lemon meringue pie. However, research is

underway to determine how it can update its offering to keep on track

with the public’s penchant for eating on the move and for not defrosting

items before eating them.



Bolsher said: ’Publicis demonstrated a real grasp of the strategic and

consumer issues facing our brand. We have ambitious plans to grow Sara

Lee and require an agency with strategic insight and creative talent.’



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