The campaign will take place before, during and after the theatrical release of Walt Disney Pictures' "High School Musical 3: Senior Year" on Oct. 24 and will include television advertisements, point-of-sale materials, public relations, an online presence, movie theater events and a consumer sweepstakes contest.

"We are thrilled to be involved with this incredible movie franchise that has engaged the imagination of our core consumers – kids and their parents in fun-loving households who enjoy our products as well," said Tim Zimmer, vice president, Sara Lee Fresh Bakery. "As families eagerly anticipate the movie's release, we are integrating our brand into the movie at every imaginable consumer touch point in a way that is unprecedented for a bread brand."

This is the largest marketing initiative the company has undertaken since the Soft & Smooth product line was introduced in the summer of 2005. Soft & Smooth bread products have helped the Sara Lee portfolio of baked goods, deli products and sweet goods reach one billion dollars in annual sales earlier this year, making it the company's first "billion dollar brand."

Sara Lee's campaign reinforces their commitment to educate America on the benefits of whole grain and increased consumption. Health professionals recommend most Americans consume three servings, or 48 grams, of whole grain daily to help maintain a healthy weight and reduce the risk of stroke, diabetes and cancer. According to the U.S. Department of Agriculture, the average American consumes far less than the recommended servings of whole grain per day. Soft & Smooth bread combines the nutrition moms feel good about serving with the taste and texture kids love.

Celebrity-studded Commercial Leads Marketing Mix

Celebrities are included in a nationally-distributed, 30-second Soft & Smooth bread television spot titled "Dance with Joy" to begin airing Sept. 16 during the season finale of Disney's "High School Musical: Get In The Picture." The ad, created by TBWA/Chiat/Day, features four "High School Musical 3: Senior Year" stars: Corbin Bleu, who plays Chad Danforth; Monique Coleman, who plays Taylor McKessie; Lucas Grabeel who plays Ryan Evans; and Olesya Rulin who plays Kelsi Nielsen. The teen stars dance and have some lunchtime fun with Soft & Smooth bread.

More than 40 million packages of Soft & Smooth bread and point-of-sale materials in 15,000 stores across the country will feature a sweepstakes offer to win a movie screening with Bleu in a promotion developed by consumer promotions agency, OgilvyAction. The packaging will feature a picture of Bleu and movie branding.

The Sara Lee Web site, www.thejoyofeating.com/hsm3, will feature a "High School Musical 3: Senior Year" microsite including games, promotions, character-inspired sandwich recipes, lunchtime tips, and the opportunity for families to register for Sara Lee Soft & Smooth's Second Annual "Take Your Whole Grain Sandwich to School Day." Families who pledge to send their children back to school on Sept. 3 with a whole grain sandwich will receive a recorded congratulations phone call from Bleu.

Beginning Sept. 2, kids also will be able to enter the Sara Lee Soft & Smooth "Lunchtime Is Showtime" Video Contest, which challenges kids to produce a 90-second video about the benefits of whole grain nutrition and how it can fuel lunchtime fun. Consumers will be able to vote online to help determine the winners, who will receive a lunchtime visit to their school from "High School Musical 3: Senior Year" stars Bleu and Justin Martin, as well as a $25,000 grant from Sara Lee Soft & Smooth to bring joy to the school's lunchroom. See official rules at www.thejoyofeating.com/hsm3 for full details, including video submission requirements and judging criteria.

"Just as Disney's 'High School Musical 3: Senior Year' delivers kids joy and fun mom can feel good about, Sara Lee Soft & Smooth breads give kids the taste they want with the whole grain nutrition that satisfies parents," said Zimmer. "The fans' affection for these characters will encourage young kids to learn more about whole grain nutrition."

"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," said Jim Gallagher, president of marketing, Walt Disney Studios Motion Pictures. "We could not be more pleased with Sara Lee's exceptional advertising campaign and feel it will complement our own marketing."

Sara Lee North America Retail brand, Hillshire Farm, will also promote its lunchmeat product line in conjunction with the release of the movie. The brand will have point-of-sale 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.