Sara Lee Likes Sandwich Month

Sara Lee Foods next week begins a recipe contest for sandwich chefs.

Radio ads, DJ endorsements support

The Sensational Deli Sandwich Contest will award a $5,000 grand prize and feature the winning recipe in a national ad for Sara Lee Premium Quality Deli meats and cheeses. Ten finalists get free product for a year.

The contest is timed for National Sandwich Month (August). Entrants submit recipes online or via mail from July 24 through September; a panel of judges from the Kitchens of Sara Lee will choose winners based on originality, taste, ease of preparation and visual appeal.

The contest is supported with P-O-P (including entry tear pads), FSIs, fixed position radio-personality endorsements and 30:30 radio spots touting participating grocers. Radio marketing agency CRN International, Hamden, CT, handles.

"The campaign includes a strong strategic framework and a variety of touch points that are geared to best meet our objectives of involving the consumer and strengthening our relationship with them," said Director of Marketing Russell Mackey in a statement. "We're thrilled that through the use of radio, we can accomplish this in a cost-efficient manner that positively affects our bottom line."

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