Mobile Marketing: Jimmy Dean Takes Breakfast On The Road - Event Marketer

Mobile Marketing: Jimmy Dean Takes Breakfast On The Road

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Sara Lee’s Jimmy Dean brand is hitting the road with the Happy Breakfast tour—a six-month initiative hitting fairs festivals and retailers in 20 markets.
“There’s an emotional tie to the traditional breakfast ” Heather Collins senior brand manager for Jimmy Dean told Buzz. “We’re trying to bring that experience of what makes a happy breakfast to life.” At the events consumers can create a video entry to nominate friends and family who most deserve free breakfasts; a winner in each market gets a year’s supply of products and is entered into a national contest against other nominees to win $10 000.
The tour is traveling aboard a 51-foot trailer where consumers can sample the company’s breakfast products; the environment also includes three tents—one where consumers create videos one with children’s activities such as coloring and one with other Sara Lee breakfast items and a coffee bar. There’s also a cause overlay: Sara Lee is donating $1 for each person who tries the products to America’s Second Harvest up to $50 000. The tour kicked off on Sept. 9 in St. Louis. Agency: Snap Marketing New York City.


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