Jimmy Dean taps busy moms for brand sizzle

03/23/2010 | Brandweek

At the IRI Reinventing CPG Summit, Sara Lee CMO Philippe Schaillee explained that morning routines were studied as part of an effort to energize the Jimmy Dean brand. The company saw an opportunity with the "chaotic compromiser," busy moms who know there are better breakfast choices, and shifted its messages from a happy breakfast to a lasting one.

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