Effies
Australia
How Lean Cuisine Listened to What Nobody would Admit
Agency
TBWA\Australia
Client
Patties Food Group
Awards
Silver
Food - Packaged and Fresh
Silver
Insight & Strategic Thinking - Campaigns $1-5 million
Finalist
Return On Investment - Commercial Under $5 Million
Case Study
Summary
This is a story about ignoring culture and listening to what nobody would admit instead. After more than a decade of decline, Lean Cuisine was going to be delisted. Diet culture was dead, body positivity ruled. Yet, we found an uncomfortable truth - Australians still wanted to lose weight. And women were being judged for saying so. Our strategy: invite women to do whatever they wanted with their bodies. It worked with a sales increase of +34.1%. For the first time in 15 cold years, Lean Cuisine was heating up.
Case study
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Credits
| Eloise Liley | Chief Strategy Officer | TBWA\Australia |
| Zac Martin | Group Planning Director | TBWA\Australia |
| Virginia Pracht | Head of Planning | TBWA\Australia |
| Jayden Lam | Senior Business Director | TBWA\Australia |
| Amy McKay | Senior Business Director | TBWA\Australia |
| Tylah Kelly | Business Manager | TBWA\Australia |
| Matt Stoddart | Executive Creative Director | TBWA\Australia |
| Claudia Sarosiek | Creative | TBWA\Australia |
| Ben Ryding | Creative | TBWA\Australia |
| Ricci Meldrum | Managing Director | TBWA\Australia |
| Eliza Smith | Client Partner | Eleven PR |
| Evelyn Hamlett | Planning & Investment Director | United |