The makers of Jimmy Dean® announced that it will be delivering bits of brightness to consumers all day long through its new integrated marketing campaign to introduce the brand’s new line of lunch and dinner offerings. The newest Jimmy Dean brand marketing initiative is keeping the iconic Sun character as the central theme of the promotion, which aims at delighting consumers through unexpected moments that brighten their days. The campaign, developed by TBWA Chiat Day Los Angeles, includes the launch of the world’s first solar-powered GIFs as the highlight of the “Sun Cinema” event, a shadow selfie consumer sweepstakes, and two new television spots. The multi-faceted 360 degree campaign will also be supported through additional on-the-ground events, print, digital, social, out-of-home advertising, shopper marketing and public relations. 

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“In launching our new Jimmy Dean lunch and dinner sandwiches and bowls, we set out to create a one-of-a-kind consumer marketing campaign that brings to life how Jimmy Dean products help brighten mealtime experiences beyond breakfast with tasty meal solutions for lunch, dinner and snack time,” said Eric Schwartz, group vice president and general manager, Jimmy Dean brand. “Through this new marketing campaign, we’re evolving the brand’s association with the sun to engage with consumers in new, unexpected ways. After all, the sun shines well beyond breakfast time.”

Jimmy Dean Brand Campaign Features a “Sun Cinema” and Displays World’s First Solar-Powered GIFs

The kick-off of the new campaign features a “Sun Cinema,” a one-of-kind, live, branded entertainment experience that will harness the power of the sun to create the world’s first solar-powered GIFs. The fully-customized, solar-powered sculpture will rotate and, through the use of kitchen utensils like forks and spoons, mirrors and lithographs, capture sunlight that will project five different 6-second animated shadow stories onto a 10-foot tall, 25-foot wide wall. These stories will delightfully depict how the new Jimmy Dean lunch and dinner entrees bring brightness to consumers’ days. Beginning today through September 12th, consumers in the Los Angeles area can visit the “Sun Cinema” at Hollywood & Highland from 12pm – 2pm PT and watch as the installation comes to life.

The solar-powered GIFs will be captured live from the event and shared with consumers nationwide across the Jimmy Dean brand social channels including Facebook (Facebook.com/JimmyDean), Twitter (@jimmydean), Instagram (@jimmydean) and Vine (vine.co/officialjimmydean). Consumers are invited to join the conversation using #SunPowered and #SolarGIF. Delivering bits of brightness to consumers following the event, the “Sun Cinema” program will continue on with the launch of a national sweepstakes on September 17th, in which consumers can snap and submit a photo of their shadow selfie for their chance to win a full month’s supply of Jimmy Dean lunch or dinner products. To enter, consumers can upload their photos to the Jimmy Dean Facebook page or share the photos on their personal Twitter or Instagram accounts using #SunPowered and tagging @jimmydean.