Lean Cuisine celebrates women’s microwave-based success
Frozen 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.
Don Draper presented with this concept: ” I don’t know… don’t you think that headline is a bit old fashioned and sexist?”
these are great. really really great. i mean wow.
Am I missing the joke?
Behind every women who fails to object to this insult is nothingness.
Cheeky and sassy? Where are those ads? Mumbrella I think there is something wrong because the ads I’m seeing are neither cheeky nor sassy. Did you upload the right ones?
Didn’t I see this in Womens Weekly in 1967?
It can’t be sexist as women have been involved in coming up with the concept.
women involved = not sexist.
I personally like that at the campaigns heart is thanking the brand for being a trusted companion and friend for the target audience. Often we are so busy that we forget to give thanks to those who deserve it.
Because nothing says ‘I’m in control of my diet’ like cooking a meal in the microwave. Most uni students are better than this
Looks like the word CHEEKY and SASSY has been thrown around between the client and the agency so much it has lost all meaning.
I dont’ get cheeky or sassy from these.
I was going to comment then I realised I just didn’t care enough, so I’m going to have a nap instead.
Interestingly, since the microwave oven became mainstream in the American public in the early 80s obesity rates have tripled….
Terrible. She’ll need more than a microwave to cook for her husband and children.
id bet the target market would like these.
‘successful, independent women dont have time to make healthy meals but they still look good and have amazing smiles’
job done
Hey can I have this back?
A women’s specialist agency came up with this???? Now that’s news!
Nutritious? Hahahah.
I can’t believe she used those words to describe an ad that is most definitely neither. How can a communications person keep a job if they don’t understand the meaning of very basic words. And then makes your company look stupid by association. I can only presume these ads are the result of death by a thousand cuts.
Well they’ve certainly missed the mark on that one.
idk I can’t event muster outrage at frozen meals.
Who is the talent? She is gorgeous!
If a “women’s specialist agency” and a client team full of women is telling me this is that modern women want, then I guess I’m buying my partner a new washing machine for Christmas.
Oh well, guess my unpublished comment may have been too personal.
Perhaps I’ll ask the question this way…
Is it fair game to expect a professional in the comms industry to understand the meaning of basic adjectives?
These are truly bad. They don’t offend me, they just don’t do anything at all for me.
Maybe part of the ad is missing – but the food photographer and food stylist must have had a very easy day… there’s no food???!
How patronising and insulting.
This is just horrendous in every way
Shamma, you do realise that women can absorb the messages of the patriarchal society we live in and be sexist as well?