October 12, 2003 - New logo, same sausage for Sara Lee's Hillshire Farm

by Brendan O'Neill

Chicago-based Sara Lee Corp. unveiled a new logo and package design for its Hillshire Farm sausage and deli meats brand during a cookout for employees at its Hillshire Farm headquarters in Blue Ash, Ohio.

The new logo does away with the horse and wagon featured on its packages since 1978. The new logo, a year in development, "is more contemporary and shows very well in the package," Bob Kopriva, president of Sara Lee Foods, told employees outside the company's offices.

"We want our customers to know that while the logo on the package has changed, the same delicious sausage is inside," said Debbie Vicchiarelli, Hillshire Farm's vice president of marketing.

The packaging update is part of Sara Lee's broader corporate effort to grow its national brands.

Hillshire Farm is the No. 1 brand in the $1.6 billion smoked sausage category in grocery stores and is Sara Lee's fifth-largest brand.

This article reprinted with permission from Meat Marketing & Technology.

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