Sep 3, 2008 6:04 AM, PROMO Xtra, By Amy Johannes

Sara Lee Fresh Bakery is backing its Soft & Smooth bread products with a tie-in to Disney’s upcoming “High School Musical 3: Senior Year” film, the company’s largest marketing initiative since 2005.

More than 40 million packages of Soft & Smooth bread and P-O-P materials in 15,000 will feature a sweepstakes offer to win a movie screening with actor Corbin Bleu. Packaging will showcase Bleu and movie branding.

In addition, the Sara Lee Web site at http://www.thejoyofeating.com/hsm3, will feature a movie-themed microsite, which includes games, promotions, character-inspired sandwich recipes and lunchtime tips. It will also give people the chance to register for Sara Lee Soft & Smooth’s second annul “Tale Your Whole Grain Sandwich to School Day.” Families who pledged to send their kid back to school today with a whole grain sandwich will receive a recorded congratulations call from Bleu.

The movie- tie-in is part of a multi-million marketing program Sara Lee is investing into its Soft & smooth brand, the company said.

People can also enter the “Lunchtime is Showtime” video contest, which challenges kids to create a 90-second video about the benefits of whole grain nutrition and how it can fuel lunchtime fun. The contest at http://www.thejoyofeating.com/hsm3 runs through Nov. 7. During the contest, people can vote for their favorite video.

The winners will receive a visit by Bleu and actor Justin Martin, a $25,000 grant for their school and a one-year supply of free Sara Lee Soft & Smooth bread.

"We are thrilled to align with Sara Lee on their promotional campaign, as ‘High School Musical 3’ is a perfect fit for targeting kids and moms,” Jim Gallagher, president of marketing, Walt Disney Studios Motion Pictures, said in a statement. “We feel it will complement our own marketing."

Sara Lee North America Retail brand, Hillshire Farm, will also promote its lunchmeat product line with the movie’s release. The brand will have P-O-P materials featuring character-themed sandwich recipes and a national on-pack promotion on assorted Hillshire Farm Deli Select Ultra Thin products for free movie tickets. \Hillshire Farm is also partnering with Soft & Smooth on account-specific marketing activities and in-pack promotions, the company said.

“High School Musical 3: Senior Year” hits theaters Oct. 24 nationwide.

TV spots, P-O-P, PR and online marketing support the campaign.

Digitas, Sara Lee’s online agency of record, built the Web site for the contest. TBWA/Chiat/Day created the TV spot, Ogilivy Action handles the in-store promotion and sweepstakes and O’Malley Hansen Communications is in charge of PR and media outreach for the campaign.

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