Sara Lee

How Sara Lee Turned the Routine into the Remarkable

The Situation

Sara Lee has long been a household name in the world of family-friendly breads, and to capitalize on the artisanal food trend, they created Artesano. But, in order to stand out from the crowd, they needed to showcase what made Artesano different from other, ordinary breads.

Our Strategy & Activation

To bring Artesano to the forefront of the conversation, we wanted to create an experience that turned the routine into the remarkable while leveraging that experience to create a viral video for the brand.

April 1st was no ordinary day for the consumers who went for a trip to Kiwanis Park under the heat of the Arizona sun. Instead of setting up a picnic or working on their tan, locals were invited to experience the largest snowfall the park had ever seen. Provided were all the materials needed for the perfect snow day: over 200 tons of freshly-made snow, two frosty hills measuring ten feet high, sledding tubes, and props for building snowmen.

To fully maximize the day in the snow, a chalet and lodge tables – each of which looked fit for a ski resort – were built next to the sledding hills. And, with April being National Grilled Cheese Month, consumers could treat themselves to a sandwich at the chalet – on Artesano bread, of course. Since Artesano is all about making the routine remarkable, these were no ordinary snacks. Each grilled cheese was handcrafted with the help of renowned Phoenix chef, Justin Beckett, of Beckett’s Table.

As we know, no experience is complete without a photo; attendees of all ages were encouraged to step inside a snow globe photo booth to snap a shot and share the winter cheer with friends while larger-than-life Artesano loaves rounded out the footprint, serving as additional photo opportunities around the perimeter of the park.

The Results

All-in-all, 500 Arizonans were able to experience their first-ever snow day and 1.4 million more Americans witnessed the fun on YouTube.