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Jimmy Dean entered the frozen breakfast category in 2004 with the introduction of a frozen breakfast sandwich line. Trends in convenient, hot breakfasts, as well as consumer insights, led the breakfast sausage manufacturer to expand into the frozen breakfast category. Leveraging the equity of the Jimmy Dean brand, the manufacturer saw an opportunity to offer busy families a convenient, hot breakfast in minutes under the trusted Jimmy Dean name.

Moving from the meat department into the frozen food aisle offered new opportunities to introduce the Jimmy Dean brand to a new community of shoppers. To maintain a consistent look and message for the brand as it entered a new department in the store, we incorporated elements from the package design into the point-of-sale, clearly communicating product benefits to the mainstream grocery shoppers making it easier for them to make better-informed choices. Additionally, trial and purchase was encouraged through IRCs, Bounce back coupons and Free products offers.

Jimmy Dean Breakfast Sandwiches offered variety seekers an easy freezer door solution and a Happy Breakfast!

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