The Perfect Storm of News Stories Gives Me an Idea.


I gas up the computer this morning and begin the daily ritual of scanning all the news alerts that appear in my inbox.  Side-by-side I read these two headlines:

Sara Lee launches multimedia campaign for deli meats and School kids’ sack lunches rise to unsafe temperatures, study finds

You can not plan this kind of thing.  Anyway, I read both stories and realized that this does not have to be a bad thing for Sara Lee (I am assuming that the vast majority of their perfect deli meats find their way into school and/or daycare kid’s lunch bags).  If I were Sara Lee, I would adopt this cause and find solutions.  I must admit that I haven’t given this a lot of thought, but here are a couple of my initial ideas:

1.  Align with an appliance manufacturer or retailer to launch a campaign goal of putting a portable refrigerator (like dorm size fridges) in every classroom in America (starting in the South).

2.  Partner with an insulated lunch bag manufacturer or retailer to give every student in America a “Perfect-Lee Cool” lunch sack.  At the very least, allow students/parents to earn points with every deli meat purchase that can be applied to the cost of the insulated bag.

3.  Work with the Center for Disease Control and Prevention to increase awareness of the issue and bring an end to issue of unsafe lunches.

Memo to Sara Lee:  There is a solution AND an opportunity for every problem; I hope you can find a perfect solution for this one… if you don’t, Spam might!


Jim Sweeney


Jim is a veteran of the agency industry and the founder of Sweeney. He is uncommonly passionate about the idea of creating and implementing insanely great marketing campaigns that achieve insanely great results. He pioneered the full-service, full-circle agency model and continues to forge new ideas in an ever-changing industry. And he is accessible to everyone about anything, seemingly all the time, serving as a mentor to all agency personnel and clients.