Nobody Doesn't Like Sara Lee...
Nobody Doesn't Like Sara Lee...
Evergreen Spot
Sara Lee is an old brand.
And it wasn’t doing us any favors. The brand had lost its charm and needed a whole new vibe. So we gave it one. First, we reinvented how we thought about the brand by putting it on a platform of love, and going all-in on mom and everything she does for her family. That launched a new campaign, “Give A little Sara Lee Love.” As the campaign evolved, we felt it needed some real life flavor. Some messy, some imperfection, some real love. So that’s what we did, and we found there was joy in the little things—the smooch, the fist bump, the PB&J, all were loaded with mom’s love… and that’s where we landed for year two: A little Love Adds Up.
Back to School Spot
All the small things…
In addition to the two spots we created came an entirely refreshed Brand Book. Warm, saturated colors, dramatic shadows, and a slightly modern, contemporary vibe across the board. This also affected our social, too… which introduced some fun IYKYK-inspired posts that got mom’s head nodding with the brand. Ultimately, this got the conversation started and it still goes on today, where Sara Lee isn’t old or tired, but a brand that’s got mom’s back, no matter what.
So what did Matt do?
well, I’ll tell you.
I came up with the refreshed campaign direction,
“A little love adds up.”
I wrote it, pitched it, presented it and helped bring it to life.
While the team worked on updating and enhancing the Brand Book Visuals, I wrote the spots.
I wrote the lyrics. Clapped out the rhythm.
And then I bribed my daughter to record it.
For a few days after school, she and I rehearsed, recorded and sent takes to our sound engineer to mix into a track.
The clients loved it - - - so much in fact, we ended up using my daughter to record both :15’s and :06 cuts. So this project will always hold a special place in my heart.
Oh, but that’s not all…
I also hammered out a bunch of the social posts, writing, concepting, directing, the works. I even shot one of them on my iPhone in my kitchen, with again, my daughter.