Lite n’ Easy has launched a digital experience that makes interacting with the brand simpler, more intuitive and more enjoyable, via independent agency Hardhat.
At the centre of the refresh is the first phase release of a new website that makes it easier for prospective customers to browse and find the right meal solution for their individual needs via a more streamlined and visually engaging experience. Customers can explore over 230 menu options and compare different packs, offers and prices that best match their goals.
Visitors now also have the option of being guided through a short diagnostic tool that generates a personalised meal pack with clearly articulated inclusions and key benefits based on their motivations.
The website launch coincides with the rollout of the new ‘Just good food n’ great results’ campaign which includes a series of TVCs as well as a suite of digital, social, OOH, radio and testimonial assets.
Reece Ryan, executive creative director of experience at Hardhat, said: “With a shift in sentiment from ‘weight loss’ to ‘life gain’, we knew the brand was due a makeover that would activate customer appetite and set them up for future success.
"A fresh and flexible new brand language was developed to support a feature rich, user-centric experience, underpinned by behavioural science. Now the website can deliver on a brand promise of good food n’ great results while creating the foundations for sophisticated marketing in the months and years to come."
Simon Northfield, head of marketing at Lite n’ Easy, said: “We’ve loved working with Hardhat as they’ve been able to deliver a truly holistic approach to our brand evolution goals.
"The end result has been an exciting new advertising campaign and digital customer experience that ensures Lite n’ Easy is positioned as a relevant brand for all Australians to consider. We’re excited to see how these new user experiences will ultimately deliver better outcomes for the business.”
A program of ongoing CX enhancements is already underway, as is a review of the next stage of the website’s ordering system which will be the next phase of the project. Work is also underway for the next wave of advertising comms.
Credits
Creative Agency: Hardhat
Client: Lite n’ Easy
Development: Haunt
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