Lean Cuisine launches ‘Steam’ range with Eric Dane in new campaign via Grey, Melbourne
Frozen Meals brand Lean Cuisine re-launched last weekend via Grey Melbourne to promote its ‘Steam’ range with the help of Eric Dane, star of the hit U.S medical drama Grey’s Anatomy.
The tongue in cheek campaign shows 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.
The campaign launched with 30 and 45 second spots supported by aFacebook piece for Australian consumers as well as the re-launch of the leancuisine.com.au website.
The campaign alsohighlighted the brand’s new “Ready for Life’s Moments” philosophy whichpositions Lean Cuisine as an enabler and a positive choice thatprovides convenient, healthy and tasty meal solutions to complement abusy and full life.
Says Tara Lordsmith, general manager of marketing at Simplot: “We wantto position Lean Cuisine as a modern, aspirational brand that reallyunderstands the role the product plays in peoples’ lives. The LeanCuisine steam range is a high quality product and we wanted thecampaign to reflect that with great talent and high production values.”
23 Comments
Oh dear. How do cringeworthy thought bubbles like this ever get to script stage, let alone client approval after interminable meetings? No wonder ad people are rated somewhere down around used car salesmen. Could someone please explain why any consumer should draw any cogent reason to purchase Lean Cuisine after viewing this rubbish?
More ‘steam’ more than a fresh turd. And stinkier too.
Love Eric Dane but this is psycho strategy!
Wow it’s a Grey or a Gray day for Lean Cuisine….Grey Advertising, with star from Gray’s Anotomy & the director being David Gray.
I love this so much. He makes me moist.
But he can’t cook, you fucking idiot. He just microwaved a TV dinner for you.
i don’t see how anyone could bag that, its funny and the ladies love Mc Steamy.
That woman bit her lip.
Really?
I had high hopes for this ad when I saw the press release, then I watched it.
He reminds me of Shane Dawson
I actually found it quite amusing.
Sorry.
You guys are nutz. Why would bag a proper commercial made for food in a bag? Commercials are our friends. This company went the route of making one with a budget. You should applaud that you nimrods.
Now that’s one tasty commercial!
The director’s name is David Gray at Station Film, USA:
http://www.stationfilm.com/david_gray.html
Station is yet another top company brought to you by your friends at Curious, Sydney:
http://www.curiousfilm.com/partners
Email or call Pete Grasse for a reel today.
A steaming plate of PR. None dare call it retail.
Funny and well done. Great strat to get the steam top of mind.
Not sure why anyone would bag it… Production is great as well(?)
Grey like the word ‘Perfectly’ don’t they.
I actually think it’s pretty good for a boring product.
like it. funny.
‘The campaign launched with 30 and 45 second spots supported by a Facebook piece for Australian consumer’
Now that clients like Lean Cuisine are doing it can we all get over the ‘Let’s do a facebook page’ thing and get back to doing something interesting please.
is that sandra sully doing the VO at the end? BARF
I’m trying to watch this, but my screen keeps steaming up…
I’m sure it’s good though.
Entertaining spot, boring comments
A terrible ad with a terrible script but a lovely man. Who also looks like he doesn’t want to be making that ad. Even he knows the script is shit
My wife and I both age pensioners have always had a good point to make about your products. However this week we were unable to get the usual “Chilli Con Carne”.
We were intrigued to try the new one on offer at the supermarket where we shop.
What a shock we got. Following the instructions to the letter we were both greatly
disappointed. The picture on the box cover does not represent the goods inside.
The meat was a very pale grey colour and was extremely chewy . The standard
was FAR FAR below of what we have always been used to expect.
We will await your response regarding this. Being quite frank we feel that we
should advise our friends etc of the low standards now offered. Especially as
the cost has also increased.
Gordon.