JIMMY DEAN HEATS UP NATIONAL ADVERTISING

JIMMY DEAN HEATS UP NATIONAL ADVERTISING

The Sun to star in new campaign reinforcing Jimmy Dean as the traditional breakfast experience

DOWNERS GROVE, Ill., Sept. 7 /PRNewswire/ -- Jimmy Dean (http://www.jimmydean.com/), America's favorite choice for breakfast, announced today that it is joining forces with the hottest talent in the known world. Beginning on September 8, 2005, The Sun will be featured in the company's new national advertising campaign. Featuring the tagline, "Happy Breakfast," the initiative will reinforce Jimmy Dean as the traditional breakfast experience. The campaign will also showcase the Company's delicious, quick and easy-to- prepare line of breakfast products.

"I'm used to being the center of attention and I've been eating Jimmy Dean for as long as I can remember," said The Sun. "To put it simply, the stars were in alignment for this partnership. I'm a breakfast lover -- it's my favorite meal. I really believe that every great day begins with a Jimmy Dean breakfast. In fact, you can usually tell by the weather report."

The campaign will include television advertising on top-rated morning programs and a national print ad. Additionally, the initiative will include a combination of national TV, national and regional radio advertising, as well as in-store promotions.

"We worked closely with The Sun and the team at TBWA\Chiat\Day Los Angeles to create a fun campaign that, at the same time, won't make light of Jimmy Dean's proud tradition and strong values," said Jim Ruehlmann, vice president, Jimmy Dean. "In a society that is increasingly on the go, it's not uncommon to forget breakfast, the most important meal of the day. This campaign reinforces Jimmy Dean's long-standing values of taste, quality and flavor while also shining attention on our convenient and delicious microwaveable food items."

"Since 1969, generations of Americans have started their day with a hearty and wholesome breakfast from Jimmy Dean, and it turns out that The Sun is no different," said Erica Hoholick, Account Director-Sara Lee, TBWA\Chiat\Day. "We're proud and excited to introduce The Sun as the new image of Jimmy Dean. He has a larger-than-life persona and billions of people already look up to him. Most importantly, The Sun is a family man who strongly reflects the wholesome, traditional image and family values of the Jimmy Dean brand."

The initial television phase of the campaign will include five new television spots and several radio spots that will feature a humorous look at The Sun, his breakfast habits, family life, and how Jimmy Dean fits into his hectic, on-the-go lifestyle:

TV:

* In "Morning Sunshine" (:30) and "Partly Cloudy" (:30) we are introduced to The Sun and his family and learn that he loves to start his day with Jimmy Dean

* "Running Late" (:30) begins with The Sun having overslept, but his wife literally saves the day by preparing him a microwaveable Jimmy Dean sandwich

* "Why" (:30) features The Sun preparing breakfast with his daughter and showcases the company's new line of Jimmy Dean Breakfast Skillets

* "Rooster" (:30) shows The Sun demonstrating one of his favorite "dad tricks" to his daughters, as he prepares Jimmy Dean Sandwiches for breakfast

Radio:

* "Fresh" (:60), "Sandwich" (:60) and "Skillet Grocery Store" (:60) are some of the radio spots featuring one-on-one interviews between a news anchor and "self-proclaimed breakfast enthusiast," The Sun

The campaign was created by the Los Angeles office of TBWA\Chiat\Day. The initiative is being conducted in collaboration with Starcom Worldwide, who will be handling media buying.

About Jimmy Dean

Jimmy Dean is America's number one breakfast sausage and has been for years. Since 1969, the Company has ensured quality in every plate of Jimmy Dean goodness that families can sit down to enjoy. Jimmy Dean's full line of breakfast sausage, bacon and sandwiches gives families that delicious, home-cooked flavor. Jimmy Dean Fresh Pork Sausage Rolls, Links, and Patties boast a full flavor and top quality ingredients guaranteed to make any meal the best.

About Sara Lee Food & Beverage

Sara Lee Food & Beverage (SLF&B) is the leading North American retail food division of Sara Lee Corporation (NYSE:SLE). Based in Downers Grove, Ill., SLF&B develops and sells many of the world's favorite high-quality baked goods, meats and coffee. Leading brands and products include Sara Lee fresh breads, frozen desserts and deli meats, Hillshire Farm lunchmeats, Jimmy Dean sausage and breakfast foods, Ball Park franks and the Senseo single-serve coffee system that uses the Douwe Egberts brand of European-style premium coffee.

Source: Jimmy Dean

CONTACT: Sara Matheu of Sara Lee, +1-312-558-8722, sara.matheu@saralee.com; Joe Cohen, Public Relations of MWW GROUP, +1-201-456-0024, jcohen@mww.com, both for Jimmy Dean

Web site: http://www.jimmydean.com/

------- Profile: Ent