Simplot launches ‘Thanks Lean Cuisine’ campaign

Women’s specialist ad agency Hello I’m Venus is behind a new $1.4m campaign for Simplot low-fat brand Lean Cuisine.

The campaign, titled Thanks Lean Cuisine, or TLC for short, is based on the idea that Lean Cuisine helps women do things they wouldn’t be able to without the brand’s help.

Simplot’s head of retail marketing Tara Lordsmith, a former Australian Marketing Institute marketer of the year, said: “This is a beautifully crafted campaign by Venus, founded on strong consumer insight around women. The brand means more to consumers than just the products, and that’s what this campaign is all about. Hello I’m Venus specialises in marketing to women, which has really benefited Lean Cuisine with this campaign.”

The campaign will run on outdoor, digital display, women’s magazines, shopping centres and path to purchase points.


  • Agency: Hello I’m Venus
  • Creative team: Bec Brideson, Jane Skaratt, Kerry Hodge
  • Strategist: Miles Mainwaring
  • Account team: Jayne Driver, Tina Miles, Sylvia Mead
  • Photographer: Andy Vukosav, Coco Productions
  • Stylist: Bec Cole, Coco Productions


  1. Gezza
    13 Apr 12
    1:17 pm

  2. I’d like to start a men only agency for beer and car ads. Who’s in?

  3. AdGrunt
    13 Apr 12
    1:45 pm

  4. Hands up!

    Though in past experience, I’ve found layering car and booze accounts with pretty *and* clever suits of either gender pays large dividends.

  5. really
    13 Apr 12
    5:00 pm

  6. A print campaign? For a brand that is meant to embody empowerment. Do don’t say.

  7. Logic
    13 Apr 12
    6:53 pm

  8. 9 ppl for a few print ads?

  9. Keith
    13 Apr 12
    8:44 pm

  10. I wish I was a fat woman.

  11. Amanda
    13 Apr 12
    10:22 pm

  12. In think it’s fantastic….can so identify with the “night off” pic…
    Well done – looks like a great team…hope it goes well for them!!!

  13. Roland of Effingham
    14 Apr 12
    8:45 am

  14. At least there’s an insight in this campaign – unlike most of the dross that passes for advertising over here.

  15. G
    16 Apr 12
    10:58 am

  16. Good idea that looks beyond than just pushing the product. Sure they are adverts about eating healthy (i.e. weight lose), but selling the reason is much more appealing than selling a cardboard box. Well done.