HILLSHIRE FARM ACCOUNT GOES TO ELEMENT 79

$20 Million Assignment Was at Euro RSCG Tatham

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NEW YORK (AdAge.com) -- Sara Lee Foods will shift its $20 million Hillshire Farm account from Havas' Euro RSCG Tatham, Chicago, to Omnicom Group's Element 79, Chicago, this week without a review, said Ellen Turner, president of the retail foods division of Sara Lee Corp.

Other brand assignments
Earlier this month, the foods division

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shifted its Jimmy Dean and Ball Park meat brands from Publicis Groupe's Leo Burnett, Chicago, to TBWA/Chiat/Day, part of Omnicom Group, after a review in which Element 79 also took part.

"We chose [Element 79] without a shootout because we saw during the Jimmy Dean and Ball Park review that they had the skills in strategy, planning and creative to build the right marketing campaign for Hillshire Farm," Ms. Turner said.

Hillshire Farm, along with Jimmy Dean and Ball Park, has been dubbed a "strategic investment" brand for Sara Lee by new global sales and marketing head Lee Chaden. Brands so termed will receive additional spending for marketing. But while Hillshire Farm will have new advertising and product initiatives slated to debut in August, additional spending will not begin until next year for the brand.