“Nobody does it like Sara Lee!”

At least that was the case for a while. For the better part of the last five years, the iconic brand was owned by Tyson Foods (you know, the chicken people), and the name once associated with freshness and innovation in the freezer aisle had lost touch with its roots.

So when a group of food industry veterans and category experts teamed up to purchase and re-launch Sara Lee desserts, they needed to make a clear pronouncement to consumers and industry professionals alike that the brand America knew and loved was back the way they remembered it — even with its new name.

Meet Sara Lee Frozen Bakery

Excited about the acquisition and ready to rebuild their brand, the Sara Lee Frozen Bakery team needed a suite of marketing assets to generate media attention and spearhead their recruitment efforts, and they needed them in just two weeks.

In addition to a suite of press releases, brand narratives, and internal messaging strategies, my team and I created a single-page microsite crafted to engage curious consumers, potential investors, and prospective employees alike with one core message: America’s favorite bakery is back.

Our agile approach resulted in an effective set of deliverables, earning our client some high profile media coverage — including a segment on CNBC — and an accelerated recruitment process, helping SLFB attract some of the food industry’s top executives to round out their team.

Click here to view the full microsite.