Simplot has announced its launch of a re-vamped Lean Cuisine campaign that reveals how busy women can have it all, yet eat nutritiously.
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-
Starting this month, the strategic 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 created by Hello I’m Venus 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 delicious new meal combinations,
using Lean Cuisine’s simple and engaging brand messaging.
Says Bec Brideson, founder of Hello I’m Venus: “This campaign reinforces the nutritious,
convenient options for women that Lean Cuisine provides. The campaign is a cheeky shout
out to her. We know that behind every successful woman is her microwave.”
Says Tara Lordsmith, Simplot Australia general manager of retail marketing: “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.”