To justify being slightly more expensive than similar dessert offerings out there, we suggested that consumers will compromise on everything else except the deliciousness of their favourite dessert.
So when it came to making a campaign for Sara Lee, it seemed natural for us to compromise on that staple of advertising commercials – the celebrity endorsement – choosing instead lookalikes so that we could afford to get the message of Sara Lee’s true irresistibility out there.
TV, content videos, print, social media one on ones with our lookalikes were part of the campaign.