Sara Lee Deli debuts 'Mama saga' social media effort

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Sara Lee Deli launched a social media campaign on September 14 to promote its pre-sliced deli meats to moms. The goal of the “Mama saga” effort is to build awareness of its prepackaged products and acquire new customers, while at the same time bolstering relationships with existing customers.

“We're really looking to build consumer relationships with our brand using social media,” said Becky Thomas, assistant brand manager at Sara Lee Deli. “If you have a brand ambassador making a personal recommendation to their friends in their social space, then that recommendation is really going to matter.”

The campaign includes online videos, created in conjunction with Second City Communications, and dedicated Facebook and Twitter pages. The social media creative focuses on the everyday struggles of moms running a family and features actors who are also real-life mothers. The online community content also ties into the theme of the busy life of a mom. The Facebook page includes satirical webcam “confessional” videos that ask, “How would you handle this Mama Saga?” while having fun with the issues that face moms. 

In a move to build interactivity, the Facebook page includes one-on-one conversations with mom bloggers and mom blogger networks, as well as recipes, tips and promotions. Consumers who join the brand's Facebook page get a $3-off coupon.

Videos launched this week at various Web destinations, including the Sara Lee Deli Facebook page, a dedicated channel on Metacafe, YouTube, Break.com, Dailymotion, Yahoo Video, VideoEgg, Pandora TV and AOL Video.

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