Sara Lee® Frozen Bakery

Launching a Company with a Sweet Media Strategy 

Sara Lee® Frozen Bakery, a leading maker of frozen bakery and dessert products, commenced operations following the closing of the sale of Sara Lee® Frozen Bakery, Van’s®, Chef Pierre® and Bistro Collection® brands from parent company Tyson Foods to private equity firm Kohlberg & Company. Pierpont was engaged to support the launch of the new company and its new CEO with an earned media strategy complementing the new company’s online and social presence.

Our objectives were threefold: first, to tell the business story of the spinout; second, to support employee attraction and retention and third, to emphasize industry innovation, research and development. Through succinct, customer-focused storytelling, Pierpont secured media placements in top-tier business media including a spot on CBNC’s Power Lunch for the new CEO, in regional media such as Crain’s Chicago Business, the Chicago Tribune and Traverse City Record Eagle, and in several food industry trade publications such as FoodDive and Food Business News, positioning Sara Lee® Frozen Bakery for sweet success.