We created a walled garden of happiness for people to insulate themselves from negative sources. Through an exclusive partnership with HappyNews.com, Jimmy Dean became the source of happy news with 100% ownership of the site. Getting to know the Sun and his friends was as simple as visiting their character profile and chatting with them about new celebrity gossip as they would their own friends and checking out their new pictures and videos.

Within three months of launch, share of protein breakfast sales increased 900%. AIM pages far surpassed goals with 25% of visitors entering the sweepstakes. Daily downloads of the Happy News Ticker increased by over 70% since week one. Click-through rates to coupons and additional information surpassed industry averages by 700%.