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The marketing team behind the launch of Sara Lee Soft and Smooth Bread is the recipient of the annual H.E.R. Award, an accolade of achievement from the Marketing to Moms Coalition industry group.
The H.E.R. Award recognizes companies that honor, empower and respect mothers (hence the acronym, H.E.R.), through their marketing and public relations campaigns.
"Sara Lee is to be commended for its achievements -- introducing a compelling new product that meets a unique demand, generating buzz with mothers everywhere," said Teri Lucie Thompson, a founder of the Marketing to Moms Coalition and v.p., marketing for Safeco Insurance. "Sara Lee has experienced 35% growth in sales based on their innovations within the bread segment."
Examples of the company's high impact, mom-targeted launch activities include:
-- The Great Whole Grain Giveaway: A national sampling program that gave away 2.5 million loaves of whole grain bread equaling 534 million grams of whole grain - enough to fulfill the recommended daily consumption of 48 grams of whole grain to more than 11 million Americans.
-- Sara Lee Soft & Smooth Switcheroo: "Take Your Whole Grain Sandwich to School Day:" Sara Lee issued a national call to action to encourage moms everywhere to send their families back to school and work with a whole grain sandwich on Sept. 5.
-- Social Networking on CafeMom: A partnership with CafeMom provided an opportunity for moms to take part in an online community to share knowledge and trade ideas for increasing their families' whole grain consumption and making the lunchbox fun.