Sara Lee enters marketing campaign with Disney

by Eric Schroeder
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DOWNERS GROVE, ILL. — Sara Lee Fresh Bakery has partnered with The Walt Disney Co. in a multi-million dollar marketing program that will unite fans of Disney’s "High School Musical 3: Senior Year" with Sara Lee Soft & Smooth bread products.

The campaign, which Sara Lee said is the largest marketing initiative undertaken by the company since Soft & Smooth was introduced in 2005, will include television advertisements, point-of-sale materials, public relations, an on-line presence, movie theater events and a consumer sweepstakes contest.

"We are thrilled to be involved in this incredible movie franchise that has engaged the imagination of our core consumers — kids and their parents in fun-loving households who enjoy our products as well," said Tim Zimmer, vice-president of Sara Lee Fresh Bakery. "As families eagerly anticipate the movie’s release, we are integrating our brand into the movie at every imaginable consumer touch point in a way that is unprecedented for a bread brand."

Sara Lee said the campaign will take place before, during and after the theatrical release of "High School Musical 3: Senior Year" on Oct. 24.

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