Sara Lee launches new campaign for its ‘Incredibly’ range via O’Shea & O’Brien
O’Shea & O’Brien (O&O) has created the launch campaign for a new sub-range of premium frozen desserts and ice creams for Sara Lee Incredibly in Australia and New Zealand. The campaign has executions across outdoor, transit, magazines, retail and digital/social.
Says Karen Ramsay, marketing manager, Sara Lee: “The new Incredibly range is for those looking for a step up from the norm, appealing to our more foodie consumers seeking an indulgent, sensory treat or a dessert to share in a casual social gathering. O&O captured insights about our new targets and transformed them into a stunning creative campaign of enormous breadth and depth.”
The scale of the campaign is impressive. The 3D billboards, tram and bus wraps, bus backs, bus sides, retail OOH panels, mall doors and national print utilised 19 different illustrated headlines against multiple products, comprising a total of 8,932 advertising panels.
Says Ben O’Brien, executive creative director, O’Shea & O’Brien: “We had an incredibly good time putting together this huge campaign, all of which is based on a simple idea – if you really want something, you’ll find a reason (no matter how trifling). We worked with talented typographer Luke Lucas to make our 19 situation-relevant headlines sing, and the striking food shots are thanks to Andreas Smetana.”
Says Kath O’Shea, managing director, O’Shea & O’Brien: “Sara Lee is the number 1 dessert brand in Australia. With this campaign, it’s been brilliant to highlight just how far Sara Lee’s appeal can extend. Our work last year – a TV led brand re-launch – established the platform for us to build upon in launching this year’s new Incredibly sub range. To look at the Sara Lee brand journey over the last few years with the success it has achieved in positioning – a contemporary, progressive and premium brand – has us simply bursting with pride.”
The campaign will run for 4 months from October 2015 to February 2016, with core brand messaging, as well as key retail support periods across Christmas and Australia Day.
14 Comments
I’ve seen a few of these around. Nice typography/illustrations.
Ive seen these around too and have not been able to read them – despite trying several times. The only word I could see was ‘Long’. I love the all black and think they look striking – I just can’t read them.
I’ve been wondering who did these as i squint at them on the freeway. They’re about as legible in real life as in the photos above.
I nearly crashed my car trying to read the roadside billboard last night. A complicated headline to digest, rendered in beautiful intricate type, totally inappropriate for transit and roadside.
Typical A+ work from A. Smetana on the photography front.
I’ve seen a couple of these and didn’t have any trouble reading them at all. In fact the impressive typography made me stop and read a headline I normally wouldn’t. Risky, but it worked for me. I actually really like this campaign.
These are magazine ads as well, I saw one in Who. Beautiful typography, funny headline. Very nice… and rare.
C’mon, they’re not hard to read. You sound like clients.
Are you serious!?
This is about as banal as it gets.
In any halfway decent agency this work and especially the art direction and typography would be grounds for instant dismissal.
Shame the client made them put in a totally unnecessary pack shot.
Have no idea what these ads say. Have no idea if they are a creative fail, but please shoot the PR person. Terrible job on supplying images for publication!
@Yep – it’s hard to stop and read a headline when you’re doing 80km/h on the Monash. You’re right – that is risky.
@Really – I can’t even read them on the press shots. And yes, if I was a client spending my hard earned on a campaign, I’d like people to be able to read my ads in the split millisecond I have their partial attention.
@Who – it probably looks great in magazines but you can’t just wedge the same idea into every medium. You might as well do long copy on the Glebe Island Silos.
It’s pretty sad when an agency is obviously astroturfing positive comments about what is pretty lame work
Honestly, the ‘impartial’ commentary on this is truly embarrassing. If the work’s borderline Outstanding, sometimes the agency deserves the benefit of the doubt. But when the PR shots are this lame – read: illegible – the astro turfing is 100% obvious.
The Mr Incredibly ads on YouTube are appallingly ‘daggy’ – is the only word I can think of. Also, I first thought the actor was saying “I missed her incredibly” as I’m not familiar with Sara Lee’s campaign. Frankly, that made more sense than “I’m Mr Incredibly”. I mean, really???