Prepared meal service, Lite n’ Easy, has been a stalwart of dieting. Now it has colonised health and wellbeing (yes, but it’s still about dieting) and that’s a crowded category. So new agency, Ogilvy, has broken from the advertising conventions of its category to take the well-known Australian brand to a broader audience.

And the drawcard is Australian comedian and content creator, Christian Hull, whose affable personality elicits modern testimonials from real-life customers celebrating the brand’s new Spring Menu. The campaign, that still fits into the existing I’m Doing platform, is a huge shift in approach and engagement for the brand, making use of a mix of traditional and non-traditional media. It will cover TV, digital, OOH, radio and social across Aus.

Lite n’ Easy CEO, Nathan Hayman, commented, “Lite n’ Easy has long been one of Australia’s most recognisable health and wellbeing brands.  But as we head into our 40th year of helping Australians lead healthier lives, it was time for us to refresh the brand platform and adapt to the changing health landscape. This new approach shifts us out of category norms and provides the opportunity to take the Lite n’ Easy name to new potential customers, while still appealing to our traditional base.  Teamed with the fact that we’ve uplifted the taste and increased the variety of our menu in a way that really showcases our delicious food, it’s a truly integrated, customer-first marketing approach.”

The social-first creative approach aims to flip the weight loss conversation from one of sacrifice to one of health gains, while tapping into new audiences as Australia’s creator climate grows.

Ogilvy Executive creative director Nina East, stated, “Christian’s ability to draw out testimonials and talk about the new Spring Menu in an authentic, light-hearted way, across a range of channels, gives us a significant opportunity to broaden our appeal. This is a particularly important shift, given that people increasingly look to creators as trusted voices. By embracing this lighter tone, modernising testimonials and highlighting how delicious the new food is, we demonstrate not only what’s already great about Lite n’ Easy, but also the additional benefits it brings.”

Credits:

Strategy, creative, social & influencer: Ogilvy
Production: WPP Production
Motion Director: James Anderson
Photography: Bonnie Coumbe @ Photoplay
Media: Zenith