Sara Lee has unveiled a marketing campaign that links its Soft & Smooth bread with the launch of Disney’s new movie, “High School Musical 3: Senior Year”.
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The campaign will include television adverts, point-of-sale materials, public relations, an online presence, movie theatre events and a consumer sweepstakes contest.
“We are thrilled to be involved with this incredible movie franchise that has engaged the imagination of our core consumers – kids and their parents in fun-loving households who enjoy our products as well,” said Tim Zimmer, vice president for Sara Lee Fresh Bakery.
“As families eagerly anticipate the movie’s release, we are integrating our brand into the movie at every imaginable consumer touch-point in a way that is unprecedented for a bread brand.”
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By GlobalData
