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
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
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
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.’