Brief

Sara Lee desserts will return to TV after a five-year break with an eight- week campaign by Banks Hoggins O’Shea. The ads use a temptation theme and aim to build on the sense of indulgence created by eating Sara Lee desserts. TV commercials use the strapline ‘No one needs Sara Lee’. BHO planning director John Crowther says this may seem like a ‘brave line’, but adds: ‘I challenge anyone to watch the commercials and not think “I may not need it, but I definitely want it”.’Ads will run in Yorkshire and Anglia TV regions. Plans for a national roll-out are in development.

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