CHICAGO: US packaged food giant Sara Lee is to promote its entire brand range in a one-size-fits-all campaign focused on the 'joy of eating' - flouting its rivals' health-obsessed themes.

The hitherto sprawling company, led by ceo Brenda Barnes, has been spinning-off disparate brands such as Hanes underwear to concentrate on its more promising foods range [WAMN: 14-Feb-05], which will be promoted together for the first time.

The new ad campaign, developed by Omnicom Group's TBWA\Chiat\Day features a 30-second commercial showing people eating supersized portions - bagels loaded with cream cheese, for instance, and thickibreads stuffed with mounds of meats and vegetables.

Avers Kim Feil, cmo of Sara Lee Food & Beverages: "We're not out trying to design a skinny-portion representation. But if you're going to eat a sandwich, here's a luscious sandwich you can create."

Sara Lee will spend between $20 million (€15.5m; £10.5m) and $30 million on the ads, to run on the main US television networks and in publications such as People, US Weekly, and various newspapers.

Data sourced from Wall Street Journal Online; additional content by WARC staff