Sara Lee, a brand of McCain Foods Australia, has just launched a new sub-range of premium frozen desserts and ice creams in Australia and New Zealand under the name Sara Lee Incredibly.
Partnering with advertising agency, O’Shea and O’Brien of Sydney, Sara Lee has just launched a 4-month campaign, with executions across Outdoor, Transit, National Magazines, Retail and Digital.
Sara Lee Marketing Manager, Karen Ramsay, said “Our new Incredibly range is for those looking for a step up from the norm, appealing to our more foodie consumers seeking an indulgent, sensory treat or a dessert to share in a casual social gathering.”
“As the number 1 Australian dessert brand, Sara Lee is renowned for its expertise in cheesecake. Incredibly Crunchy cheesecakes are a modernization of the classic dessert with new golden crunchy biscuit bases and on-trend flavours, including salted caramel, zesty lemon and mango & coconut. Our single-serve lava puddings are Incredibly Gooey with rich, molten centres and real Belgian chocolate.
The new and unique Incredibly Creamy ice cream flavours, Blueberry Cheesecake and Sticky Date Pudding, are inspired by our best-selling classic desserts.”
The tagline of the campaign, “Incredibly Easy to Justify,” will run across advertisements featuring alluring product photography and jovial reasons to indulge in the new products, whether on full page magazine ads or on out-of-home locations. 3D billboards, trams and buses along the Australian Eastern Seaboard, as well as national magazine and shopalite advertising, will grab consumer attention with a variety of contextually perfectly timed messages; for instance, the back cover of Who Magazine reads “I’ll try the New Gooey Belgian Chocolate and Raspberry Lava Puddings Because I’ve Never Been on a Best Dressed List.”
Sara Lee Incredibly Creamy Ice Creams, Incredibly Crunchy Cheesecakes, and Incredibly Gooey Lava Puddings are ranged nationally in Australia, and the advertising campaign will run from October 2015 to February 2016 and will be accompanied by a digital campaign from November onwards.