Launch the Lean Cuisine brand in Latin America with a primary focus on Mexico and Colombia. Remove the stigma of tasteless and unhealthy frozen food, present Lean Cuisine as the healthy food alternative. Reposition how people feel about frozen food in a region where home cooked meals are an expected and everyday thing.
Launch strategy elements included: A series of print ads in Vanidades and lifestyle magazines. Broadcast spots in upper scale lifestyle broadcast channels, the use of influencers such as Gabriela Vergara, Desperate Housewives star and A&E correspondent in Mexico, as well as the “Netas Divinas” talk show crew (equivalent to “The View” in the US). Create product integration opportunities, partnerships, in-store POP materials, as well as execute tasting events and in-store sampling.