Sara Lee dances with High School Musical 3 in film-driven campaign

Mumbai: Sara Lee Fresh Bakery is launching an extensive marketing campaign to unite fans of Disney’s High School Musical 3: Senior Year with Sara Lee Soft & Smooth bread products. The film promotion is part of a multi-million dollar marketing program Sara Lee Fresh Bakery is investing into its Soft & Smooth brand.

The campaign will take place before, during and after the theatrical release of Walt Disney Pictures’ High School Musical 3: Senior Year on 24 Oct. and will include television advertisements, point-of-sale materials, public relations, an online presence, movie theater 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 Sara Lee Fresh Bakery vice president Tim Zimmer. "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."

This is the largest marketing initiative the company has undertaken since the Soft & Smooth product line was introduced in the summer of 2005. Soft & Smooth bread products have helped the Sara Lee portfolio of baked goods, deli products and sweet goods reach one billion dollars in annual sales earlier this year, making it the company’s first "billion dollar brand."

Sara Lee’s campaign reinforces their commitment to educate America on the benefits of whole grain and increased consumption.

Celebrity-studded Commercial Leads Marketing Mix

Celebrities are included in a nationally distributed, 30-second Soft & Smooth bread television spot titled Dance with Joy to begin airing 16 Sept. during the season finale of Disney’s High School Musical: Get In The Picture. The ad, created by TBWA/Chiat/Day, features four High School Musical 3: Senior Year stars– Corbin Bleu, Monique Coleman, Lucas Grabeel and Olesya Rulin. The teen stars dance and have some lunchtime fun with Soft & Smooth bread.

More than 40 million packages of Soft & Smooth bread and point-of-sale materials in 15,000 stores across the country will feature a sweepstakes offer to win a movie screening with Bleu in a promotion developed by consumer promotions agency, Ogilvy Action. The packaging will feature a picture of Bleu and movie branding.

The Sara Lee Web site,, will feature a High School Musical 3: Senior Year micro site including games, promotions, character-inspired sandwich recipes, lunchtime tips, and the opportunity for families to register for Sara Lee Soft & Smooth’s Second Annual Take Your Whole Grain Sandwich to School Day. Families who pledge to send their children back to school on 3 Sept. with a whole grain sandwich will receive a recorded congratulations phone call from Bleu.

Beginning 2 Sept., kids also will be able to enter the Sara Lee Soft & Smooth Lunchtime Is Showtime Video Contest, which challenges kids to produce a 90-second video about the benefits of whole grain nutrition and how it can fuel lunchtime fun. Consumers will be able to vote online to help determine the winners, who will receive a lunchtime visit to their school from High School Musical 3: Senior Year stars Bleu and Justin Martin, as well as a $25,000 grant from Sara Lee Soft & Smooth to bring joy to the school’s lunchroom. See official rules at for full details, including video submission requirements and judging criteria.

"We are thrilled to align with Sara Lee on their promotional campaign, as High School Musical 3 is a perfect fit for targeting kids and moms," said Walt Disney Studios Motion Pictures president of marketing Jim Gallagher. "We could not be more pleased with Sara Lee’s exceptional advertising campaign and feel it will complement our own marketing."

Sara Lee North America Retail brand, Hillshire Farm, will also promote its lunchmeat product line in conjunction with the release of the movie. The brand will have point-of-sale materials featuring character-themed sandwich recipes and a national on-pack promotion on assorted Hillshire Farm Deli Select Ultra Thin products free movie tickets. Hillshire Farm is also collaborating with Soft & Smooth on account-specific marketing activities and in-pack promotions.