Lite n’ Easy launches first major campaign in years via Hardhat
Lite n’ Easy has gone to market with its first brand campaign in recent memory, launching a new platform in partnership with Melbourne creative shop Hardhat.
The campaign ‘Just good food n’ great results’ speaks to the perils of the fad-filled diet landscape, positioning the food delivery service as the simple solution to healthy eating.
Other assets:
The campaign marks the brands first engagement with a creative agency in many years, with majority of Lite n’ Easy communications having been previously produced internally. Mumbrella understands the work is the first in a series of projects the brand is partnering with Hardhat on.
Launched during the Australian Open coverage on Nine, the campaign features a series of TVCs as well as accompanying digital and social assets. Complementing these will be executions in OOH and radio, along with a series of testimonials featuring real tales of trend diet despair.
The 60 second hero spots sees a women enjoying her lunch in an office salad, reveling in the simplicity and deliciousness of her healthy decision, as her colleagues spiral into the world of diet crazes.
Simon Northfield, head of marketing at Lite n’ Easy, said: “It’s been exciting to work with a team that’s as confident in the Lite n’ Easy promise as we are. Together with Hardhat we shared a mutual motivation from the get-go to deliver something different – not only to the category but to anything we’ve done previously.”
Dan Monheit, Hardhat CEO added: “In a category that loves to make things complicated, there’s power in simplicity. Lite n’ Easy has been so successful for so long by focusing on the fundamentals of good nutrition. Bringing this to life in a funny, familiar way lets the brand rightfully challenge everything that the industry has become.”
Credits
Creative Agency: Hardhat
Client: Lite n’ Easy
Production Company: SHERPA
Executive Producer: Nat Taylor
Producer: Elizabeth Malcher
Director: Julian Lucas
Editing: Cutting Edge
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