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Sara Lee Turned to WOM, Allrecipes.com to Launch Bread

Published on June 23, 2006
When Sara Lee launched its Soft & Smooth Whole Grain Wheat Bread the company started a word of mouth campaign and turned to AllRecipes.com for a partnership. "Moms have no control when kids are out of their sight, except for sack lunches," said Esmee Williams, VP of Marketing for AllRecipes.com, speaking at WOMMA's conference this week in San Francisco. That food, she acknowledges, may be eaten, or it may end up in trashcans. Nonetheless, Sara Lee wanted to influence sack lunches.