Lite n’ Easy serves up a fresh take on healthy living in new spring campaign via Ogilvy

Lite n’ Easy is breaking from the conventions of the health and wellbeing category with a new integrated campaign designed to take the iconic Australian brand to a broader audience, created with Ogilvy.

Starring well-known Australian comedian and content creator Christian Hull, the new spring campaign features modern testimonials from real-life customers celebrating its new Spring Menu.  It will be seen across TV, digital, OOH, radio and social.

Lite n’ Easy CEO Nathan Hayman said that while the campaign built on its existing ‘I’m Doing’ platform, the new mix of traditional and non-traditional media channels and new creative angle represented a “massive shift in approach and engagement.”

Adds Hayman: “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.

“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.  Teamed with the fact that we’ve uplifted the taste and increased the variety of our menu in a way that really showcases our delicious food, it’s a truly integrated, customer-first marketing approach.”

Ogilvy Executive Creative Director Nina East said the social-first creative approach aimed to flip the weight loss conversation from one of sacrifice to one of health gains, while tapping into new audiences as Australia’s creator climate grows.

“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. This is a particularly important shift, given that people increasingly look to creators as trusted voices,” she said.

“By embracing this lighter tone, modernising testimonials and highlighting how delicious the new food is, we demonstrate not only what’s already great about Lite n’ Easy, but also the additional benefits it brings.”

Ogilvy Managing Partner David Bailey said the campaign had been a true partnership from the start, with Ogilvy using its combined expertise to develop a robust strategy and creative approach to drive brand recognition, and longer-term, meaningful connections with customers: “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.”

The spring campaign is the first developed by Ogilvy for Lite n’ Easy, and utilises the agency’s significant expertise across health, creative, strategy, social and influence, and behavioural science.

Strategy, creative, social & influencer: Ogilvy
Production: WPP Production
Motion Director: James Anderson
Photography: Bonnie Coumbe, Photoplay Photography
Media: Zenith

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