Frozen Meals brand Lean Cuisine re-launched last weekend, to promote its ‘Steam’ range with the help of Eric Dane, star of the hit U.S medical drama Grey’s Anatomy.
This tongue in … read morecheek campaign showed the star of hit films Valentine’s Day and Marley and Me ‘debating the perfect amount of steam’ in a series of ‘steam’ filled cutaways shot by U.S Director David Gray for Lean Cuisine and Grey Melbourne.
The campaign launched with 30 and 45 second spots supported by a Facebook piece for Australian consumers as well as the re-launch of the leancuisine.com.au website.
In a new advertising style for the category, this major campaign also highlighted the brand’s new “Ready for Life’s Moments” philosophy which positions Lean Cuisine as an enabler and a positive choice that provides convenient, healthy and tasty meal solutions to complement a busy and full life.
Tara Lordsmith, General Manager of Marketing at Simplot said, “We want to position Lean Cuisine as a modern, aspirational brand that really understands the role the product plays in peoples’ lives. The Lean Cuisine steam range is a high quality product and we wanted the campaign to reflect that with great talent and high production values.”
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