Celebrities serve up cheesecake in new Sara Lee campaign by Banjo

Sara Lee will unveil its latest campaign ‘Lookalikes’ this weekend, featuring celebrity lookalikes indulging in the brand’s new cheesecake range and making the statement that dessert should never be “skimped on”.Sara Lee 'lookalikes' campaign

The campaign is the first since Sara Lee’s agency, O’Shea & O’Brien joined forces with Banjo, and using the lookalikes as an eye-catching and humorous way to connect with audiences.

The 30 second ad spot features ‘Tom Cruise’, ‘Posh Spice’, ‘Barack Obama’, ‘Ricky Gervais’ and ‘Taylor Swift’ sitting at dinner, being served cheesecake for dessert by ‘Bono.’

Karen Ramsay, marketing manager at Sara Lee, said: “We are so excited about this campaign, as it will continue to broaden the brand into a more contemporary and premium space.”

The campaign also features additional video content, including a take-off Tom Cruise’s sofa-jumping Oprah appearance, swapping Cruise’s movie lines with a focus on the cheesecakes.

Ben O’Brien, creative director, said: “Bringing six of the world’s best celebrity impersonators together was as bizarre and as fascinating as you’d imagine. Living with someone else’s face definitely gives them a unique perspective on life.”

Kath O’Shea, planning director at Banjo said: “The idea about not skimping on the best part of the meal was very clear. The intrigue of the lookalikes and the humour is a great way to continue to position Sara Lee as a contemporary choice, regardless of who your dinner guests are!”

The ‘Lookalikes’ campaign will be pushed out in New Zealand in mid October and will run until January. The campaign will include a 30-second TVC, 2 x 15 TCVs, 3 content pieces, social and PR.


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