Sara Lee has recently launched its first ever social media push for its deli meat division.  The Mama Saga Web series stars real moms who want to share their motherhood woes and engage consumers with deli products.

Each segment of the Mama Saga Web series features the narrator - an actress of the Second City comedy theatre troupe - talking to the viewer while somehow incorporating a Sara Lee deli product, either eating, preparing or sitting near it.

The Web series videos launched yesterday and are available for viewing on several social networking sites including Facebook, YouTube and the video entertainment site Metacafe. The videos feature topics such as stressed out moms describing the chaos of her house while preparing sandwiches for her husband and children. Of course, using Sara Lee deli products.

All of the videos include one question: “How would you handle this mama saga?” and a brief tag that directs participants to the Facebook page for Sara Lee deli. The company said that the marketing push is a part of the division’s goal to get into the social media space.

Sara Lee is also incorporating its social media strategy into areas such as Twitter by reporting its efforts online, as well as blogging about the brand. The company will also be offering an online coupon in conjunction with the campaign for three dollars off its pre-sliced deli meats on its Facebook page along with sandwich and recipe tips that include its deli meats.

“We’re focusing on moms who are really active in the online and social media space,” said assistant brand manager Becky Thomas. She added that Sara Lee is hoping to appeal to moms by depicting “some of the challenges of parenting” in humorous situations.