Sara Lee Deli Launches Social Media Campaign
Sara Lee Deli launches a humorous social media campaign designed to connect with and help moms through typical, everyday dramas they face at home. The Sara Lee Deli "Mama Saga" campaign highlights the challenges of parenting through a series of satirical webcam "confessional" videos that ask "How would you handle this Mama Saga?" Sara Lee Deli plans to build an online community designed for today's moms who face their own daily sagas while aiming to provide convenient options with its Sara Lee Deli Fresh Ideas pre-sliced deli meat.
"We understand the importance of creating new opportunities to speak with moms one-on-one, and we know the most immediate and engaging way to do this is online, where today's moms are communicating," says Paula Shikany, senior brand manager, Sara Lee Deli. "The 'Mama Saga' campaign is designed to first provide mom with a daily laugh and then engage her in ongoing dialogue so we can be a better resource. Overall, we want the 'Mama Sagas' to act as a conversation starter while building brand awareness to drive moms to Sara Lee Fresh Ideas pre-sliced deli meats which are located in the self-serve deli section of grocery stores."
The videos were created in conjunction with Second City Communications, the business services arm of the Second City Theater, and include such events as dealing with the worst day of the year and preparing a husband to watch the kids. The three improvisational videos were performed by mom-actresses to highlight a day in the lives of three very different parents.
"We understand the importance of creating new opportunities to speak with moms one-on-one, and we know the most immediate and engaging way to do this is online, where today's moms are communicating," says Paula Shikany, senior brand manager, Sara Lee Deli. "The 'Mama Saga' campaign is designed to first provide mom with a daily laugh and then engage her in ongoing dialogue so we can be a better resource. Overall, we want the 'Mama Sagas' to act as a conversation starter while building brand awareness to drive moms to Sara Lee Fresh Ideas pre-sliced deli meats which are located in the self-serve deli section of grocery stores."
The videos were created in conjunction with Second City Communications, the business services arm of the Second City Theater, and include such events as dealing with the worst day of the year and preparing a husband to watch the kids. The three improvisational videos were performed by mom-actresses to highlight a day in the lives of three very different parents.