Sara Lee Targets Moms With Eassy, Photo Contest

Sara Lee Deli has rolled out a national contest asking parents “What’s Your Lunchtime Challenge?” The new campaign, which supports the Downers Grove, Ill.-based brand’s Fresh Ideas pre-sliced and sliced-to-order deli meats, gives moms the chance to swap stories with the Sara Lee Deli online community, connect with others about their everyday lunchtime hurdles and vie to win a home visit from celebrity chef and mom Alex Guarnaschelli.

Entrants must submit a 100-word-or-under essay, as well as an accompanying photo of their offspring “that captures the essence of their lunchtime challenge,” as the brand puts it. The Sara Lee Deli Facebook page, www.facebook.com/saraleedeli, is hosting the contest. Visitors to the page can view submitted photos and stories.

“This contest will allow us to hear about the real-life challenges our consumers, especially moms, face every day,” explained Sara Lee Deli director of marketing Paula Shikany. “Through our Facebook page, we will provide these moms with solutions by offering them practical tips and advice as well as a forum to talk with other moms, all with the goal of helping them simplify their lives.”

During Guarnaschelli’s visit, she and Sara Lee Deli will take the winner on a shopping expedition and teach her new ways to revitalize the family lunchtime experience. Guarnaschelli will also provide a variety of lunchtime solutions for the winner and 10 of her friends in the winner’s own kitchen. The winner will additionally receive a year’s supply of Sara Lee Deli meat.

As well as being part of the prize, Guarnaschelli will regularly post tips, advice and recipes on the Sara Lee Deli Facebook page.

“A lot of moms dread making lunches because their kids won’t eat them,” noted Guarnaschelli. “As a mom, I know what it’s like to have to provide nutritious and great-tasting lunches for the people I love.”

Sara Lee Deli is accepting entries through Oct. 3. Voting will take place from Oct. 4 through Oct. 13, and the 25 finalists who make it to the judging round will be revealed on Oct. 14. The grand-prize winner will be picked from these finalists and unveiled, fittingly enough, on Nov. 3, otherwise known as National Sandwich Day.

The brand’s other forays into social media include its earlier “Mama Saga” and “Saga Solver” video campaigns on its Facebook page. The videos were designed to connect with and help moms through the typical, everyday dramas they face at home.