Lean Cuisine targets younger audience

Lean Cuisine targets younger audience

Simplot has launched a revamped campaign for its calorie-restricted microwave meals brand Lean Cuisine targeting young women.

B&T Magazine
Posted by B&T Magazine

Created by Hello I’m Venus, the ‘Thanks Lean Cuisine’ campaign is an evolution of last year’s creative, and reinforces the brand offering: quick and tasty meal options, conveniently packaged for women on-the-go.

The above-the-line campaign will be rolled out across key women’s magazines, digital display advertisements and placement through path to purchase.

The media plan works in partnership with the sponsorship of this year’s Cleo Bachelor of the Year competition, extending the reach to a younger audience.

The advertisements celebrate the modern woman’s mission to eat well, whilst juggling a busy work and social life. Set against a sleek black background, they showcase a mix of carefree feminine attitude and  new meal combinations.

Simplot GM of retail marketing, Tara Lordsmith, said: “Our loyal community of over 55k Facebook fans have told us they enjoy the cheeky and sassy attitude that comes with the Lean Cuisine creative. The development of this campaign demonstrates our understanding of the modern woman and her vision to succeed in all aspects of life.”

Credits: client Simplot, agency Hello I'm Venus