Lite n’ Easy is giving its healthy living credentials a lighter touch, enlisting comedian and content creator Christian Hull for a new Spring campaign via Ogilvy.
The Australian meal delivery brand is looking to shake up the traditionally serious health and wellbeing category with a social-first campaign built around Hull chatting to real Lite n’ Easy customers about the brand’s new Spring Menu.
Rather than serving up the usual weight-loss messaging, the campaign aims to put the focus on feeling good, eating well and, importantly, enjoying the food.
The integrated campaign will roll out across TV, digital, OOH, radio and social, with Hull bringing his trademark humour to a series of modernised customer testimonials.
Lite n’ Easy CEO Nathan Hayman said the campaign marked a “massive shift in approach and engagement” for the brand as it heads towards its 40th year.
“Lite n’ Easy has long been one of Australia’s most recognisable health and wellbeing brands. But as we head into our 40th year of helping Australians lead healthier lives, it was time for us to refresh the brand platform and adapt to the changing health landscape,” Hayman said.
“This new approach shifts us out of category norms and provides the opportunity to take the Lite n’ Easy name to new potential customers, while still appealing to our traditional base.”
He added that the brand’s updated menu, with a greater focus on taste and variety, had also provided an opportunity to put the food itself front and centre.
Ogilvy executive creative director Nina East said the campaign was designed to flip the weight-loss conversation from one of “sacrifice” to one of health gains, while using creators to connect with new audiences.
“Christian’s ability to draw out testimonials and talk about the new Spring Menu in an authentic, light-hearted way, across a range of channels, gives us a significant opportunity to broaden our appeal,” East said. “This is a particularly important shift, given that people increasingly look to creators as trusted voices.”
The campaign continues Lite n’ Easy’s existing ‘I’m Doing’ brand platform, but takes it into a decidedly more playful space.
And while Hull might be doing the interviewing, the real stars of the campaign are Lite n’ Easy’s customers, with their experiences used to demonstrate the brand’s food and the benefits of its offering.
Ogilvy managing partner David Bailey said the campaign had been developed as a “true partnership” between the agency and brand.
“We’re thrilled to work side by side with the Lite n’ Easy team to be part of its brand transformation and growth journey, and launch this Spring campaign just months after being appointed,” Bailey said.
The Spring campaign is the first work Ogilvy has developed for Lite n’ Easy following its appointment.
Credits
Strategy, creative, social & influencer: Ogilvy
Production: WPP Production
Motion Director: James Anderson
Photography: Bonnie Coumbe, Photoplay
Media: Zenith
