Sara Lee debuts new look and ‘Bring the Love’ brand platform via Molasses

Iconic dessert brand Sara Lee is mixing heritage with a fresh serve of emotion in its latest rebrand, with ‘Bring the Love’ designed to stir nostalgia, drive footfall and reassert its place in the modern Australian pantry.

Independent brand and design agency Molasses was appointed to lead the refresh, delivering strategy, visual identity, creative shopper mapping and point-of-sale assets for the campaign.

The refresh marks a new chapter for Sara Lee, which has been a household staple since 1971 with its range of frozen cheesecakes, pies, crumbles and ice creams – all still made locally using traditional recipes and ingredients like real eggs and fresh cream.

Molasses conducted in-depth research and full immersion into the Sara Lee brand before developing the new creative platform, which aims to position the brand as a catalyst for connection and everyday indulgence.

“With a brand as loved as Sara Lee, we needed to create something iconic,” said Molasses co-founder and brand director Dan Parritt. “Eating is one of the most emotional things we do every day. ‘Bring the Love’ is more than a tagline – it’s a flexible visual identity system designed to work across product launches, promotions, social, and campaigns.”

Sara Lee category and brand strategy manager Tarryn van Romburgh said the campaign reflects a shared ambition to make the brand more relevant to today’s shopper. “Molasses brought Sara Lee’s vision to life, crafting a standout and compelling master brand campaign. Their deep understanding of the shopper journey made every creative touchpoint purposeful, strategic, and memorable.”

The brand remains family-owned under Klark and Brooke Quinn, who acquired the business in 2023.

Strategic and creative brand design agency, Disegno, was appointed by Sara Lee to lead the brand strategy and refreshed packaging design for Sara Lee's range, with Molasses leveraging that work to help develop and create the path to purchase campaign development.