Skimp On Celebrity Endorsement, But Never Skimp On Sara Lee For Dessert

Skimp On Celebrity Endorsement, But Never Skimp On Sara Lee For Dessert
SHARE
THIS



Sara Lee has skimped on celebrity talent to make the point that some things – especially dessert – shouldn’t be skimped on, in the latest multi-media campaign for the brand’s premium cheesecake range via Banjo.

The six ‘celebrities” – including an uncanny Obama-lookalike – gather for a dinner party in the 30-second TVC on-air from this Sunday, 2 October in Australia and two weeks later in New Zealand. ‘Tom Cruise’, ‘Posh Spice’, ‘Barack Obama’ and ‘Ricky Gervais’ alongside ‘Taylor Swift’ are served deliciously crunchy Sara Lee by “Bono”.

Karen Ramsay, Sara Lee marketing manager said: “We are so excited about this campaign, as it will continue to broaden the brand into a more contemporary and premium space.”

In a “cheesy” 30-second video reminiscent of his namesake’s famous sofa-jumping Oprah appearance, “Tom” resurrects some famous movie lines swapping in the Sara Lee cheesecakes as the focus. The “Lookalikes” campaign is the first major campaign for Sara Lee since their agency, O’Shea & O’Brien joined forces with Banjo.

Ben O’Brien, creative director, said: “Bringing six of the world’s best celebrity impersonators together was as bizarre and fascinating as you’d imagine. Living with someone else’s face definitely gives them a unique perspective on life.”

All the celebs flew in from London or LA for the three-day shoot – except for the world’s most famous “Taylor” lookalike who is actually from Wollongong!

Last year saw the launch of the Sara Lee “Incredibly” premium sub-brand range, with the campaign from O’Shea & O’Brien encouraging dessert lovers to ‘find a reason’ to upgrade to the new Sara Lee Incredibly Crunchy cheesecakes.

This year’s hero in “Lookalikes” is a new SKU, Sara Lee Incredibly chocolate and orange cheesecake (with a deliciously crunchy choc base). “Lookalikes” continues to modernise the brand, while steering into previously unchartered waters with humour connecting the brand to new audiences.

Planning director Kath O’Shea said: “This was work we really wanted to make, as we could see how much it resonated with consumers in research testing. The idea about not skimping on the best part of the meal was very clear. The intrigue of the lookalikes and the humour is a great way to continue to position Sara Lee as a contemporary choice, regardless of who your dinner guests are!”

The campaign will run through until January, and comprises of 1 x 30 second TVC, 2 x 15 TVCs, 3 content pieces, social and PR.

CREDITS

Client: McCain

Brand: Sara Lee

Marketing Manager: Karen Ramsay

Banjo

Creative Director / Writer: Ben O’Brien

Creative Director / Head of Art: Raj Rabindranath

Planning director: Kath O’Shea

Head of Broadcast & Content: George Saada

Production company: Goodoil

Executive producer: Sam Long

Director: Matt Kamen

Producer: Andrew Macca McLean

Editor: Tim Parrington

Post-production: The Butchery

Sound Studio: Song Zu

Sound Designer: Abby Sie

Photography Studio: Flint

Photographer: Andreas Smetana

Producer: Natalie Loveridge

Please login with linkedin to comment

Aussie Bodies McCain McCann Worldwide

Latest News

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
  • Technology

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks

An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]

by B&T Magazine

B&T Magazine
Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
  • Marketing
  • Media

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000

The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]

by B&T Magazine

B&T Magazine
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
  • Media

UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years

The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]

Mobile Pnone Shopping Online With A Debit Card
  • Marketing
  • Technology

Ultra Commerce Acquires Vesta eCommerce

Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]