Jimmy Dean booted as spokesman
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Manufacturing News, Source : The Manufacturer US
Published : 25 Feb 2004 16:43
Jimmy Dean, the country-music legend and television pitchman, announced that Chicago, IL-based food giant Sara Lee has dropped him as the spokesman for the line of sausage products that bears his name.
Jimmy Dean, the country-music legend and television pitchman, announced that Chicago, IL-based food giant Sara Lee has dropped him as the spokesman for the line of sausage products that bears his name.
Dean, 75, founded Jimmy Dean Sausage in 1969, after a successful career as a country singer and songwriter. Sara Lee bought the Jimmy Dean sausage brand in 1984, and continued to use Dean as its spokesman in television advertisements.
“The company told me that they were trying to attract the younger housewife, and they didn’t think I was the one to do that,” Dean said in an interview with the Associated Press. “I think it’s the dumbest thing. But you know, what do I know?”
Sara Lee spokesman Julie Cetay said that the company chose not to renew Dean’s contract because the “brand was going in a new direction” regarding its marketing. Dean’s contract as spokesman expires in May. He will continue to be paid a fee by Sara Lee for the use of his name and likeness.
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