Through a multi-dimensional, communications campaign joining Sara Lee Soft & Smooth bread with Disney's "High School Musical 3: Senior Year" (HSM3), the brand engaged kids and moms in a way that was unprecedented for a bread brand.

We announced the alliance through the launch of the Sara Lee Soft & Smooth "Lunchtime is Showtime" video contest. Kids were encouraged to tach their peers about the whole grain nutrition through song, dance or cheer — HSM3 style — in a 90-second video. News of the alliance and the contest was delivered through bloggers, news media, registered dietitians and social media platforms.

More than 400 children played a role in creating video entries, while more than 4,000 votes were registered on the brand website to choose the winning video. The grand prize winner received a visit to their school from HSM3 stars Corbin Bleu and Justin Martin to serve lunch to the entire student body.

The campaign was an overwhelming success. Sara Lee Soft & Smooth bread sales increased dramatically and the campaign generated millions of online, traditional media and social media impressions for brand messages.

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Sara Lee: Lunchtime Showtime