Ogilvy has expanded its client portfolio after winning the integrated agency mandate for Australian healthy meal provider Lite n’ Easy, emerging successful from a competitive pitch as the brand prepares for its next phase of growth and celebrates four decades in business.

The appointment hands Ogilvy responsibility for the company’s brand strategy, creative development, customer experience, social media and influencer marketing, replacing the incumbent agency, Hardhat, which is now part of Thinkerbell.

The new partnership reflects Lite n’ Easy’s ambition to strengthen its brand presence while responding to changing consumer expectations around health, nutrition and wellness in an increasingly competitive marketplace.

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Moreover, Ogilvy will leverage its capabilities in behavioural science, multicultural communications and health marketing to help the company build deeper consumer engagement and deliver more integrated customer experiences across multiple touchpoints.

Announcing the appointment, Ogilvy Network ANZ Chief Executive Officer Kirsty Muddle described Lite n’ Easy as one of Australia’s most established health-focused brands, noting that the company’s long-standing commitment to healthier lifestyles creates significant opportunities for future brand evolution.

According to Muddle, the agency intends to combine strategic thinking with specialist expertise in health communications to help the brand navigate a rapidly changing environment shaped by growing consumer interest in nutrition, weight management and preventive healthcare.

She added that Ogilvy’s understanding of the wider health ecosystem, including consumers, healthcare professionals and emerging healthcare channels places the agency in a strong position to support Lite n’ Easy’s long-term ambitions.

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Meanwhile, Lite n’ Easy Chief Executive Officer Nathan Hayman said the company was looking for an agency partner capable of balancing the brand’s rich heritage with the demands of a rapidly evolving marketplace.

He explained that Ogilvy’s integrated approach, spanning brand building, consumer engagement, commerce, influencer marketing and connected customer experiences, aligned closely with the company’s future growth strategy.

Beyond creating compelling campaigns, the partnership is expected to help Lite n’ Easy strengthen customer relationships, modernise its communications and expand its relevance among a new generation of health-conscious consumers.

The appointment comes at a landmark moment for Lite n’ Easy as the company marks its 40th anniversary, providing an opportunity to refresh its marketing strategy while building on decades of brand equity in Australia’s health and wellness sector.

With the new mandate now in place, both organisations are set to focus on developing innovative campaigns that combine creativity, data-driven insights and customer-centric experiences to accelerate the brand’s next chapter of growth.

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