Hillshire Farm’s (Sara Lee Corp.) new national effort, “So Good. They’ll Think It’s For Them,” includes TV, print, radio, online, social media, event marketing, in-store activation, PR and the re-launch of hillshirefarm.com. The campaign, launched 7/7 via TBWAChiatDay LA, showcases how the “delicious taste, premium quality and convenience of Hillshire Farm lunchmeats and smoked sausage enhance the family mealtime experience through great sandwiches and sausage dishes, every time.”
The campaign features “Bridesmaids” star Wendi McLendon-Covey, Oscar Award-nominated director David O. Russell and E! “Fashion Police” co-host George Kotsiopoulos. The spots are designed to resonate with women who provide for their families and express their care through delicious, high-quality meals.
Television creative debuts with :15 and :30 spots airing nationally, as well as spot buys in markets across the country. The roll-out will extend to social media channels, including Facebook, where consumers can view exclusive Hillshire Farm content and recipes for creating “win-win” meals. Consumers will also have the opportunity to receive special coupons, as well as share their own “So Good. They’ll Think It’s For Them” stories.
The TV spots (:15 and :30):
• “Something New” opens with a woman standing in her kitchen, preparing a tasty Hillshire Farm perfectly seasoned chicken sausage meal with 50 percent less fat. Her inner voice, played by Wendi McLendon-Covey, reveals the secret motivation for making her husband’s favorite dish – create the perfect moment to tell him that they are signed up for dance lessons.
• “Anything” brings to light a woman’s secret motivations for fixing Hillshire Farm slow-roasted turkey sandwiches for her family. The woman’s inner voice, played by Wendi McLendon-Covey, shows the ways she would enjoy free time for herself – including a soothing massage and a fun night with the girls.