Sara Lee ran a campaign around its Hillshire Farm brands of meat that included a mobile Web site for recipes and coupons, mobile display and SMS integrated in radio spots. 

The campaign was called ?Mama?s What?s For Dinner? and was meant to help busy families decide what to make for dinner using mobile advertisements. Images USA and Briabe Media created the program to highlight the different ways a Hillshire Farm product could be used ? from backyard summer barbecues to sit-down dinners. 
 
?The integrated campaign, aimed at African American and general market women with children, builds upon the Go Meat advertising message by promoting tasteful and easy-to-make meal options that mothers can share with their family members via their mobile phones,? said Richard Dyer, vice president of operations at Briabe Media Inc., Venice, CA.   

?Designed for the mom who is juggling many items to keep her family intact, the mobile Web site offers one way to make her hectic life a bit easier,? he said. 

Campaign components
The components of the integrated campaign include a series of display banner ads that guided consumers to a mobile Web site with recipes.

On-air promotional spots by radio personality Steve Harvey directed listeners to text-in to a short code to access the mobile Web site.

Mobile coupons were also a part of the campaign. 

The anchor point for the campaign was the mobile Web site, which included a featured recipe section promoting a different dish every two weeks, another recipe section for both entertainment and soul food entries, and a registration and log-in section. 

Additionally, the site also includes opportunities for consumers to download discount coupons for their favorite products, providing added incentive for them to register and keep coming back.  

The registration information now serves as the basis to conduct an ongoing marketing dialog with those consumers ? another way to deepen the brand with the target audience.

?Beyond the basic intent of extending the Hillshire Farm product?s brand awareness to the mobile environment, the strategy of the campaign centered upon engaging the consumer and building a stronger brand relationship with them to help manage one aspect of their daily life,? Mr. Dyer said.

?This is accomplished by providing tasteful and innovative meal plans in a convenient way on a mobile device that is with people most of the day, offering a new channel for Hillshire Farm to reach busy parents,? he said.

Overall, the mobile advertising campaign afforded Sara Lee, the parent company for Hillshire Farm, a cost-effective means to reach its customers at performance levels that exceeded those of traditional channels, per Mr. Dyer

?The campaign produced strong customer interest throughout the life of the campaign as evidenced by the robust click-through rates and the good number of people who registered on the mobile Web site,? Mr. Dyer said. 

?Furthermore, it allowed consumers to discover new meal options in a way that fits their busy lifestyles and helps ease one aspect of a fast paced day ? what to cook for dinner,? he said.