Following research that suggested Australian consumers had largely forgotten the Sara Lee brand, the US-based dessert manufacturer has launched its largest ever Australian advertising campaign this month.

The A$3m (US$1.6m) campaign is largely aimed at a younger audience of “twenty somethings”, while attempting to refresh the brand in the minds of its more mature core market.

Three 30-second and two 15-second television commercials touteing the company’s dessert products and pastries have been financed to run for at least a year.