Lean Cuisine celebrates women’s microwave-based success

Hello I'm Venus Lean CuisineFrozen food brand Lean Cuisine has had a makeover from women’s specialist agency Hello I’m Venus.

The new campaign focuses on women, with the creative line “Thanks Lean Cuisine.” The campaign will include women’s magazines, digital ads and outdoor.

The ads include the lines “behind every successful woman is her microwave,” and “thanks for being ready before I am.”

The media plan coincides with the brand’s sponsorship of this year’s Cleo Bachelor of the Year competition as part of an attempt to target a younger demographic.

Bec Brideson, founder of Hello I’m Venus said “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.”

Lean Cuisine Simplot Australia General Manager of Retail Marketing, Tara Lordsmith, said, “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.”

Creative credits:

  • Creative team: Jessie Jordan, Tom Kearney, Penny D’Anvers, Bec Brideson
  • Clients: Sam Laycock, Tara Lordsmith, Alannah Hinds, Kate Anthony, Amie Wood, Susan Foley
  • Digital Designer: Sea-Maree Hall Finished Art: Kiki Sarafis Production: Jamie Grima
  • Facebook team: Sophie Lane, Maryann Separovic
  • Account team: Tina Miles, Britt Rigoni, Jayne Driver, Kristin Smolen
  • Food Photographer: Lucas Allen
  • Food Stylist: Deborah Kaloper
  • Talent Photographer: Andy Vukosav
  • Talent Stylist: Bec Cole

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