In Jimmy Dean sausage's new national campaign, The Sun is featured with the tag, "Happy Breakfast." The initiative reinforces Jimmy Dean as the traditional breakfast experience and showcase the company's quick and easy-to- prepare line of breakfast products.

The effort includes television on top-rated morning programs and national print. The initiative will also include a combination of national TV, national and regional radio, as well as in-store promos. TBWA\Chiat\Day Los Angeles handled creative; Starcom Worldwide handled buying.

The initial television phase will include five new spots and several radio spots that will feature a humorous look at The Sun, his breakfast habits, family life, and how Jimmy Dean fits into his hectic, on-the-go lifestyle.

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TV:

* In "Morning Sunshine" (:30) and "Partly Cloudy" (:30) we are introduced to The Sun and his family and learn that he loves to start his day with Jimmy Dean

* "Running Late" (:30) begins with The Sun having overslept, but his wife literally saves the day by preparing him a microwaveable Jimmy Dean sandwich

* "Why" (:30) features The Sun preparing breakfast with his daughter and showcases the company's new line of Jimmy Dean Breakfast Skillets

* "Rooster" (:30) shows The Sun demonstrating one of his favorite "dad tricks" to his daughters, as he prepares Jimmy Dean Sandwiches for breakfast

Radio:

* "Fresh" (:60), "Sandwich" (:60) and "Skillet Grocery Store" (:60) are some of the radio spots featuring one-on-one interviews between a news anchor and "self-proclaimed breakfast enthusiast," The Sun