Campaign: O’Shea & O’Brien Launch New Work For Sara Lee

Campaign: O’Shea & O’Brien Launch New Work For Sara Lee
SHARE
THIS



Boutique agency O’Shea & O’Brien (O&O) has delivered the first brand ad for Sara Lee frozen desserts since 2011.

The campaign has been created to re-invigorate the brand and leverage the existing latent brand equity in the historic tagline, ‘Nobody Doesn’t Like Sara Lee’.

Ben O’Brien, Executive Creative Director, O’Shea & O’Brien said: “Plenty of brands would like to think everyone likes them, but it’s rarely true. It’s been refreshing to work on a brand that can honestly say it without bragging. Sara Lee really does have something everyone likes. And as a bonus, we’ve got enough cheesecake in our freezer for a year’s worth of staff parties.”

The ad shows a diverse range of Australians, all brought together by their shared love of Sara Lee. The music track is a catchy, quirky and modern composition of Cole Porter’s classic ‘Let’s Fall in Love’. As the ad plays out, the lyrics describe a range of scenarios and characters from all walks of life enjoying the delicious taste of Sara Lee.

Mike O’Brien, Retail Marketing Director, McCain Foods said, “Sara Lee is one of Australia’s most loved brands, and we’re excited to once again showcase just how broad an appeal the brand and our products have. O&O brilliantly combined a little bit of old with a little bit of new to produce an ad that is bursting with character. Working with O&O has been a pleasure; they are a highly experienced and collaborative team, which has led to a highly productive and enjoyable process.

Kath O’Shea, Managing Director, O’Shea & O’Brien said, “It’s a great privilege to work on such an iconic brand. It’s also a responsibility. We spent a lot of time in planning to get the message and balance right. We have no doubt that Sara Lee will be top of mind for the target next time they’re in store… and of course, they’ll be unconsciously humming the tune while they’re there.”

The TV campaign will be supported by in store POS, digital and social media.

Latest News

Kyle Sandilands and Jackie Henderson (Kyle & Jackie O) from KIIS at the 2015 ACRA Awards
  • Media

Kyle & Jackie O Crowned Best On-Air FM Team At Commercial Radio Awards

KIIS 1065 breakfast duo Kyle Sandilands and Jackie “O” Henderson have won the Best On-Air Team (Metro FM) category at the 30th Australian Commercial Radio Awards (ACRAs). Held on Saturday night at the Melbourne Exhibition and Convention Centre, and hosted by The Chaser’s Chris Taylor and Andrew Hansen, the ACRAs celebrated the best and brightest talent in […]

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative
  • Technology

Digital Asset Management Solution Collaboro A Natural Fit With Open Data Initiative

Digital asset management solution Collaboro claims its offering is a natural fit with Adobe’s, Microsoft’s and SAP’s new Open Data Initiative, as more organisations centralise their data on a single platform to improve their customer management and improve marketing performance.   According to Warwick Boulter (main photo), co-founder and CEO of Collaboro, a leading full-service solution for managing enterprise-level […]