The Sunniest Day of the Year

On Monday, October 6th, the Jimmy Dean Sun journeyed across America in one day, in real-time. As he traveled, he spread the big news that Jimmy Dean was now offering lunches and dinners while brightening people's days along the way in fun, unexpected ways.

The Sun's journey came to life in six super fun vignettes that captured all of the fun, mischief, dancing, quirks and smiles.

Highlights included a run-in with a meter maid, a stop in Wisconsin to give us Cheeseheads some love and laughter, a country line-dancing instructional, a treat for some unsuspecting and tired travelers and an epic reflection of his good deeds at sunset.

The Sun also appeared in some shows that we partnered with and aired that very day. More specifically, he appeared in a unique, integrated commercial will air during The TODAY Show program and he also made a surprise appearance as a host of a 'Showcase Showdown' on The Price Is Right.

We called this a "trans-media" journey as The Sun posted his videos, GIFs, photos and witty comments in all of our social media channels in real-time. He's literally took over the Jimmy Dean socialsphere for the day. Along with real-time posts, we created a digital scrapbook, revealed on the beautiful SunniestDay.com, that will live beyond the day so people can check it out and enjoy the journey after October 6th.

New Product Launch Results

New product launch sales exceed projections +22%

40MM+ media impressions

+$2MM+ in earned media

Sunniest Day of the Year Credits:

Agency: TBWA\Chiat\Day LA

Executive Creative Director: Brent Anderson

Group Creative Director: Jerry Gentile

Art Director: Sharon Park

Copywriter: Dominic Valdez

Director of Production: Brian O’Rourke

Senior Producer: David Hoogenakker