Jimmy Dean Employs Cutting-Edge New Media Technology to Spread Sunshine to Breakfast Enthusiasts

Jimmy Dean today announced a partnership with HappyNews.com that will provide consumers with a regular stream of happy news through a RSS feed, the technology that allows consumers to subscribe to distributed content and review it on their own terms. The Jimmy Dean Happy News Ticker will be available for download at either www.jimmydean.com or www.happynews.com, and will only feature reports on happy news stories from around the world. As happy news is reported, the Jimmy Dean Happy News Ticker, which will be anchored to consumers’ desktops once downloaded, will alert them to the news. The Jimmy Dean Happy News Ticker is the latest installment of the brand’s ever-evolving "Happy Breakfast” marketing campaign that reinforces Jimmy Dean as the traditional breakfast experience for families and on-the-go consumers. The advertising portion of the campaign features breakfast enthusiast, The Sun, who always begins his day with Jimmy Dean. The Ticker will enable consumers to start their day right by reading happy news, delivered by The Sun himself, and enjoying a happy breakfast by Jimmy Dean. The Happy News Ticker widget program and all digital media strategies for Jimmy Dean were developed and performed in collaboration with Chicago-based digital media agency Starcom IP; Starcom IP’s Pixel content creation team developed the Ticker design. The Sun and other celestial beings featured in the campaign were created by TBWA\Chiat\Day in Los Angeles. "As we always say at Jimmy Dean, ‘Every great day starts with a Happy Breakfast.’ By delivering happy news through the new Happy News Ticker, we are giving consumers a truly happy morning experience that they can enjoy all day,” said Jim Ruehlmann, vice president, Jimmy Dean. "The launch of the Jimmy Dean Happy News Ticker will offer an engaging experience and connect consumers with the ‘Happy Breakfast’ marketing campaign and, just as importantly, provide them with happy news stories to make their day brighter.” The RSS feed that enables the Jimmy Dean Happy News Ticker will also feature links to Jimmy Dean coupons, recipes and custom webisodes. The webisodes offer consumers a deeper look into the lives of The Sun, Moon and Cloud. An additional component of the "Happy Breakfast” campaign is a multi-city mobile marketing tour. During the six-month nationwide tour, which kicked off in September, Jimmy Dean is providing children and adults across America with a hot, delicious breakfast. To download the Jimmy Dean Happy News Ticker or to view the "Happy Breakfast” campaign, please visit www.jimmydean.com. About Jimmy Dean Jimmy Dean is America’s favorite traditional breakfast. Since 1969, the brand 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, patties, omelets, skillets and sandwiches boast full flavor and top quality ingredients guaranteed to make any meal the best. About Sara Lee Food & Beverage Sara Lee Food & Beverage is the North American retail food division of Sara Lee Corporation (NYSE:SLE). Based in Downers Grove, Ill., Sara Lee Food & Beverage develops and markets many of the world’s favorite high-quality baked goods, packaged meats and coffee. Leading brands and products include Sara Lee fresh breads, frozen desserts and deli meats, Hillshire Farm lunch meats, Jimmy Dean sausage and breakfast foods, Ball Park franks and the Senseo single-serve premium coffee system.