In the frozen food aisle, price is king. We had to change that.
To launch a better, but more expensive, range of Lean Cuisine, we had to defy category convention. We had to risk... standing out. And stand out is just what Jane did. We tore shreds off the popular supermumworkbeast cliche. Because there's nothing aspirational about an ad that tells you you're not busy enough.
Jane laid waste to her KPIs. Research showed unusually high recall for the character herself. In a market plagued by fake fanciness and deplorable celebrity spokeswomen, we rose above just by being human. You know, like the people who sometimes buy this stuff.
IAB MIXX Awards: Bronze (Interactive Video), 2016