Sara Lee partnered with Disney’s High School Musical 3: Senior Year, hitting theaters on October 24, for its latest campaign, “Lunchtime is Showtime,” which educates kids on the benefits of whole-grain nutrition.
Launched in early September, the integrated campaign includes a “Dance with Joy” ad featuring HSM3 stars, a sweepstakes, a satellite media tour, and a video contest for kids. Students can shoot their own video about eating whole grain foods, and the winner will receive a visit to his or her school from HSM3 stars Justin Martin and Corbin Bleu, who is also serving as the campaign’s ambassador.
Reaching out to mothers and school-aged kids, the campaign also has a robust online portion, with a Web site, and a Facebook . Sara Lee and its agency, O’Malley Hansen Communications, will be posting the videos on YouTube and are reaching out to HSM fan sites and blogs.
Phase two of the PR campaign will kick off around the DVD release of HSM3.