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Lean Cuisine: Steam
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 cheek 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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