After the rising cost of manufacturing and a drop off in sales, Sara Lee Australia has gone into voluntary administration.
👉 Background: Chicago-founded Sara Lee Corporation launched a single bakehouse in Australia back in 1971 and has become synonymous with Australian family desserts. We're talking everything from frozen cheesecakes and pies, to ice creams and the classic Viennetta.
👉 What happened: After the rising cost of manufacturing and a drop off in sales, Sara Lee Australia has gone into voluntary administration.
👉 What else: It's currently owned by private equity company called South Island Office in 2021, but many Aussies are hoping they find a new owner to rejuvenate the marketing and relevance of Sara Lee once again.
💡Brand awareness isn't a one-time achievement but a continuous effort. And, the downfall of Sara Lee is a warning for brands that over-rely on their brand reputation.
💡In the late 80s and 90s, Sara Lee became iconic in Australia for its catchy jingles on TV. But since then, their marketing campaigns have been almost non-existent (except a Sophie Monk campaign in 2014). On the other hand, global giants like McDonald's, Coca-Cola, and Nike who never take their foot off the marketing pedal.
💡McDonald's reinvents its menu with celeb spinoffs like J Balvin and BTS. And, they also spent $83 million in 2021 on ads just in Australia alone.
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