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Sara Lee Desserts: Thanksgiving Pie Hotline

O’Malley Hansen has supported Sara Lee Desserts for more than a decade through traditional public relations and influencer engagement, product launches, social media strategy and management and website.

Sara Lee sells nearly seven million pies during October through December, but it’s also a highly competitive season. Sara Lee is a trusted brand with homemade quality pies that have been an important part of holiday traditions for decades, and the customer care team naturally sees an influx of calls this time of year with questions about baking pies. The brand saw an opportunity to support its consumers and anyone else needing a little baking encouragement and tips during the Thanksgiving season with a dedicated Pie Hotline.

In November 2013 we launched the Sara Lee Desserts Pie Hotline, which has now become an annual brand tradition for the holidays. Since, we have organically inserted ourselves into holiday conversations as consumers are looking for baking tips and media is covering tips, tricks and hotline help extensively. In 2015, we conducted the “What’s Thanksgiving without Pie” consumer survey revealing that when Americans are faced with a Thanksgiving cooking crisis, nearly half with significant others would rather call a confidential hotline than ask their mothers-in-law for help

Leveraging media relations we were able to showcase Sara Lee’s pie offerings, expertise and raise brand/product awareness during this key selling season, garnering fantastic coverage results for minimal investment. In one year, the brand received 177 million earned impressions across print, online and broadcast, with placements in the Chicago Tribune, The Washington Post, Milwaukee Journal Sentinel, Pittsburgh Post-Gazette, San Jose Mercury News, Morning America and dozens of others.