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Sara Lee Artesano
Making the Routine, Remarkable

RAN IN: North America

CLIENT
Bimbo Bakeries, USA

John Lee, SVP
John Marcoux, Category Director, Mainstream Bread
Benjamin Buch, Brand Manager, Sara Lee Bread
Michael Leonard, Assistant Brand Manager, Sara Lee Bread

AGENCY
TPN *Lead Agency

Lauren Geiger, Account Supervisor
Melanie Greben, Senior Planner
Sonja Olson, sonja_olson@tpnretail.com


Starcom

Rebecca Carpenter, Associate Director


Vault Communications

Leanne Scott Brown, VP


Inspira Marketing

Kim Lawton, President


SUMMARY

We disrupted the plain white bread category by creating an “anything but routine” launch event that became thefoundation of a series of digital, social, PR and retailer programs. Collectively, we drove dramatic levels of trial — 10 times category averages, and repeat — more than twice the category average. We propelled Sara Lee Artesano from being virtually unknown to the #2 selling white bread in the country in just 16 weeks!

CASE VIDEO


Hero Medium: EVENTS

Medium Featured On Video: BRANDED CONTENT Pre;DIGITAL/INTERACTIVE Pre;DIGITAL/INTERACTIVE Digital Video;DIGITAL/INTERACTIVE Display Ads;DIGITAL/INTERACTIVE Other;EVENTS Pre;MOBILE/TABLET Pre;MOBILE/TABLET Display Ad;PR Pre;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE POP;SAMPLING Pre;SAMPLING During;SAMPLING Direct Mail;SAMPLING In-Store;SOCIAL MEDIA Pre

Audience: Mothers

Objectives: Brand launch

Type: Business to Consumer

Classification: National

Language: English