Regina Hall Shines in Lean Cuisine's Latest Freezer Aisle Campaign
Partnering with VML New York, this campaign signifies a notable boost in marketing expenditure for the Nestlé-acquired brand.
Lean Cuisine Launches First Advertising Campaign in Four Years
Lean Cuisine is set to launch its first advertising campaign in four years, aiming to stand out among the various better-for-you options available in the freezer aisle. This exciting news has been exclusively shared with Our Website.
"You Have Good Taste" is all about spreading positivity and portraying the Nestlé-owned brand as a supportive presence in a market filled with messages that make people feel guilty. The new ads feature Regina Hall, a multi-talented individual, praising customers for choosing Lean Cuisine while shopping for groceries.
Lean Cuisine collaborated with VML New York for this campaign, which will be showcased on TV, digital platforms, and social media starting this month. The goal is to reach out to a broad audience, including Gen Z consumers.
Lean Cuisine's New Approach
Lean Cuisine is breaking its silence with a new campaign that focuses on humor and motivation, aiming to inspire and support consumers in their choices. The goal is to set the brand apart from health-focused competitors in the freezer aisle and steer clear of a judgmental tone.
Nestlé's brand "You Have Good Taste" has seen a significant increase in marketing investment, although specific figures have not been disclosed. Lean Cuisine, known for targeting women, is now utilizing various media channels to reach out to audiences like Gen Z.
This marketing shift reflects a trend among established food brands to adjust their messaging to resonate with younger consumers who are becoming more financially influential. Gen Z individuals are also known for being more vocal about topics such as mental health and self-image.
In the latest Lean Cuisine commercials, customers shopping for Lean Cuisine products at the supermarket are surprised when the freezer suddenly starts talking to them in the voice of Regina Hall. The actress plays the role of a cheerleader, complimenting their excellent choice and ending with the message of “flavorful, not calorie-full.” Hall was chosen as the spokesperson because of her humor, body positivity advocacy, and her recognizable performances in movies and television shows.
Rosie Bardales, the chief creative officer at VML New York, a partner agency, stated, “Eating healthy can be challenging, and losing weight is a tough journey, but this campaign changes that perspective.” She added, “Lean Cuisine now has a refreshingly positive voice through [Regina], and we hope that our customers will remember her words when they visit the frozen food aisle for Lean Cuisine products.”
The approach to marketing Lean Cuisine has taken a lighter tone compared to past strategies. In the mid-2010s, the brand launched the #WeighThis campaign, moving away from using terms like "dieting" and focusing more on overall "wellbeing." Instead of weighing themselves on a scale, women in a touching video shared personal achievements and meaningful possessions, highlighting that their worth is not determined by their weight.
In September, Nestlé announced plans to introduce more nutritious products and make changes to the marketing of its offerings. Approximately 37% of the company's net sales are from health-focused products, excluding pet care and specialized nutrition items.
Editor's P/S:
Lean Cuisine's bold return to advertising with "You Have Good Taste" is a refreshing departure from the judgmental and guilt-inducing tactics of the past. By embracing positivity and humor, the brand aims to connect with today's consumers, especially Gen Z, who prioritize mental health and self-acceptance. Regina Hall's relatable and uplifting presence as the campaign's spokesperson adds a genuine touch that reinforces the message of supporting consumers in their healthy choices.
The shift in Lean Cuisine's marketing strategy reflects the evolving landscape of the food industry, where established brands are adapting their messaging to resonate with younger generations. By focusing on humor and motivation, Lean Cuisine aims to inspire and empower consumers, setting itself apart from health-focused competitors and fostering a positive relationship with its target audience. This approach aligns with Nestlé's commitment to introducing more nutritious products and enhancing the marketing of its offerings, recognizing the growing demand for healthier and more positive messaging in the food space.
