Sara Lee: Social networking meets old-school couponing

This report from ad:tech San Francisco describes a digital couponing sales promotion campaign in Walmart stores for Sara Lee's food brand, Jimmy Dean.

Sara Lee: Social networking meets old-school couponing

Geoffrey Precourt Warc

Social networking is a demonstrated driver of commerce, news, brand affiliation, and, it would seem, couponing.

"We were challenged with Walmart to come up with a program that would grow our sales on a [specific] item during the January time period," Michael McDowell, Manager/shopper marketing for Sara Lee, told a 2011 ad:tech San Francisco audience. And, for the chosen product - Jimmy Dean D-Light sausages - the promotional medium was digital couponing.

"We wanted to go after our consumer - whom we knew as Mom," McDowell told a...

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