Simplot Australia will launch an updated Lean Cuisine campaign targeted at working women. The ‘Thanks Lean Cuisine’ campaign is an advancement of last year’s creative, and reinforces the brand offering: quick and tasty meal options, conveniently packaged for women on-the-go.

Kicking off this month, the strategic above-the-line campaign will target key women’s magazines, and digital display among other avenues and the media plan works in syndicate with the sponsorship of this year’s Cleo Bachelor of the Year competition, extending the reach to a younger audience.

The ads were created by Hello I’m Venus and celebrate the modern woman’s mission to eat well, while managing a busy work and social life.

Bec Brideson, founder of Hello I’m Venus explains: “This campaign reinforces the nutritious, convenient options for women that Lean Cuisine provides. The campaign is a cheeky shout out to her. We know that behind every successful woman is her microwave.”

Simplot Australia general manager of retail marketing, Tara Lordsmith, agrees saying, “Our loyal community of over 55k Facebook fans have told us they enjoy the cheeky and sassy attitude that comes with the Lean Cuisine creative. The development of this campaign demonstrates our understanding of the modern woman and her vision to succeed in all aspects of life.”