Sara Lee has unveiled a refreshed visual identity and campaign platform, with independent agency Molasses appointed to lead the strategy, positioning, and creative execution behind the update.
Launched under the banner ‘Bring the Love’, the brand refresh aims to reassert Sara Lee’s place in Australian households by celebrating everyday dessert moments. The campaign includes a new visual identity system, shopper communications, and point-of-sale collateral.
The dessert brand, which has been a staple since 1971, remains family-owned and proudly Australian-made. Known for its cheesecakes, pies, crumbles, and ice creams, Sara Lee emphasises traditional recipes crafted by bakers using ingredients like real eggs and fresh cream.
Dan Parritt, co-founder and brand director at Molasses, said the creative needed to honour Sara Lee’s heritage while making it relevant to today’s consumers. “With a brand as loved as Sara Lee, we needed to create something iconic. Eating is one of the most emotional things we do everyday, and we wanted to celebrate, reconnecting through a brand promise of ‘Bring the love’ with Sara Lee,” he said.
“This is more than a tagline, it’s a visual identity system. A flexible platform that builds a dialogue across the customer journey.”
The work follows extensive market research and brand immersion by Molasses, which developed the ‘Bring the Love’ positioning to tap into the emotional connection Australians have with shared food moments.
Tarryn van Romburgh, category and brand strategy manager at Sara Lee, said Molasses brought the vision to life. “Their deep understanding of the shopper journey made every creative touchpoint purposeful, strategic, and memorable.” she said.
Credits
Client: Sara Lee
Owners: Klark and Brooke Quinn
Category & Brand Strategy Manager: Tarryn van Romburgh
Assistant Brand Manager: Sarah Maxwell
Commercial Director: Karl Davies
Agency: Molasses
Co-founder & Brand Director: Dan Parritt
Co-founder & Creative Director: Kent Stewart
Client Director: Nichole Donovan