US food group Sara Lee has launched a marketing campaign for its Jimmy Dean breakfast line.

The firm expanded its Jimmy Dean breakfast line in the US earlier this month to include a line of “convenient” breakfast items with 210 calories or less and seven or more grams of protein.

The ‘Morning Villains’ campaign includes TV, print, radio, online advertising, cinema, social media, event marketing, in-store activation, public relations, and the launch of a new micro-site,

“The campaign takes a humorous approach on what can happen if you don’t start the day with breakfast,” said Daryl Gormley, vice president breakfast and snacking, Sara Lee North American Retail. “This is one of the largest campaigns for the brand as Sara Lee Corporation further invests in the growth of priority brands.”