LIGHTLIFE FOODS - FROZEN BRAND EXTENSION
Lightlife was launching a product extension — vegan, frozen, heat and eat meals that were delicious, protein packed, and good for you.
Through our research, though, we learned that of our millennial target, almost 70% admitted to trying to pass off frozen meals as homemade. Instead of cooking, millennials were spending their free time on leisure activities, on hobbies, and on going out to eat with friends.
But they didn’t want to admit they weren’t cooking. In fact, they were completely ashamed of their frozen meals. The new walk of shame was the trip from their freezer to their microwave.
The good news? With Lightlife they had a frozen meal option that they could be proud of.