DOWNERS GROVE, Ill. – Jimmy Dean (www.jimmydean.com), America's favorite protein breakfast brand*, launched today a new, full scale advertising and marketing campaign, "Morning Villains," designed specifically to resonate with moms. The marketing is supporting the new Jimmy D's line from Jimmy Dean, a new offering of hearty, satisfying breakfast products that combine turkey sausage with the taste kids love — available in three varieties and all with 210 calories or less and seven or more grams of protein. The program is driven by a multi-layered marketing launch that includes TV, print, radio, online advertising, cinema, social media, event marketing, in-store activation, public relations, and the launch of a new micro-site, www.jimmyds.com.
With its first television spot having aired during the 62nd Annual Emmy(R) Awards, the creative is positioned to be entertaining and light-hearted in nature while addressing the importance of starting the day with breakfast. The creative features "comic-inspired" images of the Jimmy Dean iconic character, The Sun, in retro-superhero garb as "Super Shining Sun" battling costumed morning villains who represent the challenges moms' kids face if they skip breakfast. The underlying message is that a good breakfast is the foundation for a great day.
"The 'Morning Villains' campaign takes a humorous approach on what can happen if you don't start the day with breakfast — and how moms can help save the day with Jimmy D's products. Showing our classic Sun character in superhero garb, these ads were designed specifically to resonate with moms while delivering our message in a fun and creative way," said Daryl Gormley, vice president breakfast and snacking, Sara Lee North American Retail.
Added Gormley, "This marketing campaign to launch the Jimmy D's line is one of the largest for the brand as Sara Lee Corporation further invests in the growth of priority brands."
Created by TBWAChiatDay Los Angeles, the campaign kickoff includes two new :30 television spots that debut today with :15 television spots airing later this fall both nationally and in markets across the country, as well as a montage :60 "Anthem" spot that was broadcast during the Emmy(R) Awards:
Crabby (:30)
— "Crabby" takes a humorous look at what can happen if you don't start the day with breakfast. The spot features a student in science class during an important lab day with our villain, "Crabby," pestering him as he is trying to listen to the teacher. Because he didn't start the day with breakfast, he's hungry and in a bad mood and doesn't want to learn. The "Super Shining Sun" comes to his aid with a Jimmy D's Griddle Stick and the student's demeanor shifts from crabby to excited.
Crabby (:15)
— In the setting of the Morning Villain's Evil Lair, "Crabby" discovers the new Jimmy D's Griddle Sticks and is upset at how it will keep kids from being crabby in the morning.
Slow-Motion Man (:30)
— "Slow-Motion Man" shows a student during basketball tryouts that is slowed down by hunger and our villain, "Slow-Motion Man." As the student moves slower and slower, our hero "Super Shining Sun" comes to his aid with Jimmy D's French Toast Duos and the student is ready to play.
Slow-Motion Man (:15)
— We enter the Morning Villain's Evil Lair where "Slow-Motion Man" learns of the new Jimmy D's French Toast Duos product and is dismayed to find that it will keep kids moving at full speed in the morning.
"Building on the momentum of the iconic Jimmy Dean Sun Campaign, we tapped into mom's concern about how her kids perform in school when they don't eat breakfast. Playing on the premise of 'good vs. evil' we've positioned The Sun as the ultimate super hero, 'Super Shining Sun' who uses Jimmy D's products to save the day. This work capitalizes on the success of the existing Sun Campaign and adds fresh energy and humor as we navigate the world of 'good vs. evil,'" said Patrick O'Neill, executive creative director with TBWAChiatDay.
*Share of Breakfast Sausage and Frozen Protein Breakfast Categories, number one in Dollar Sales and Volume Sales data per IRI FDM + WM 52 weeks ending July 25, 2010.
About Jimmy Dean
Jimmy Dean is America's favorite protein breakfast brand*. Since 1969, the brand has ensured quality in every plate, providing warm, satisfying breakfast options the whole family can enjoy. Jimmy Dean Fresh Roll Breakfast Sausage, Fresh Links & Patties, Fresh Bacon, Fully Cooked Sausage Links & Patties, Omelets, Skillets, Sandwiches, Breakfast Bowls, Heat 'N Serve Sausage Links & Patties, and Pancakes & Sausage on a Stick boast full flavors and top quality ingredients guaranteed to make any meal the best.
Catering to families' busy mornings and a growing desire for reduced calorie breakfast choices at home, the Jimmy Dean D-Lights(R) line provides convenient, better-for-you products, including breakfast bowls and sandwiches. All are excellent sources of protein, under 300 calories, and have half the fat of the leading breakfast bowl and sandwich, with the great taste you've come to expect from Jimmy Dean. And for moms who want to ensure their kids start the day off right, new Jimmy D's products provide a convenient, hearty, satisfying breakfast option — made with wholesome turkey sausage, 210 calories or less and seven or more grams of protein.
Visit www.jimmydean.com for additional information.
About Sara Lee Corporation
Each and every day, Sara Lee /quotes/comstock/13*!sle/quotes/nls/sle (SLE 14.59, +0.25, +1.71%) delights millions of consumers and customers around the world. The company has one of the world's best-loved and leading portfolios with its innovative and trusted food and beverage brands, including Ball Park, Douwe Egberts, Hillshire Farm, Jimmy Dean, Sara Lee and Senseo. Collectively, our brands generate nearly $11 billion in annual net sales. Sara Lee has approximately 33,000 employees in its continuing operations worldwide. Please visit www.saralee.com for the latest news and in-depth information about Sara Lee and its brands.
Source: Sara Lee Corporation
