About Sara Lee

Sara Lee is a well known Australian and New Zealand brand that is famous for its ice cream and desserts portfolio.

The Challenge

The brand was faced with a number of challenges driven by the traditional family desserts occasion declining. In addition, the freezer is the least visited part of the grocery store where most Sara Lee products are located.

As a result, the brand was slowly losing relevance in a changing consumer and desserts landscape. The Sara Lee team needed to come up with a new future-focused strategy to restore love back to the brand. And of course, win more sales.

What we did

We created a strategic framework to align the Sara Lee team across Factory, Category, Marketing, Foodservice and R&D functions.

The framework reviewed the business from three important perspectives:

  1. Where are we now?
  2. Where are we going?
  3. How are we going to get there?

Over a series of workshops, we worked with the Sara Lee team to identify the most influential trends.  These were used to develop growth platforms that were prioritised according to size of prize and ability to win.

This exercise was key in reframing the desserts and baking landscape and therefore helping to reposition the brand.

The Results

After only a matter of weeks, Sara Lee went from a range of fragmented plans to one aligned future-focused strategy.

More than that, the process invigorated the team to believe in the strength of their brand and the ability to deliver to the needs of modern-day consumers, including millennials.

Wrapping up

We live in a world of such unprecedented change that no business can rest on its laurels when it comes to its audience, its offer and its marketing.

If you are an established business like Sara Lee and feel the need to step up your brand or marketing strategy in a way that aligns your team, we would love to hear from you.