Ogilvy Australia Wins Lite n' Easy Account After Competitive Pitch

Ogilvy Australia has been appointed agency of record for Lite n' Easy, the Australian health and meal delivery brand, following a competitive pitch process.

The appointment gives Ogilvy full creative and strategic responsibilities for the brand. Lite n' Easy operates in the weight management and meal service category, delivering portion-controlled meals direct to consumers across Australia.

Ogilvy beat out multiple agencies in the pitch. The scope includes brand strategy, creative development, and integrated campaign work across digital and traditional channels.

Lite n' Easy has been in market since 1986 and competes with HelloFresh, Marley Spoon, and other meal kit services that have entered the Australian market in recent years. The brand repositioned in 2019 from weight loss to broader health and wellbeing, expanding its target beyond weight management to include time-poor professionals and health-conscious households.

The brief emphasized the need for work that could differentiate Lite n' Easy in a meal delivery space where Australian meal kit revenue hit $185 million in 2025, up from $120 million in 2022, according to IBISWorld.

Ogilvy Australia CEO David Fox will oversee the account. The agency's Sydney office leads the work, with support from Melbourne-based strategy and planning teams.

This marks Ogilvy's third health and wellness win in Australia in the past 18 months, following appointments for Chemist Warehouse's private label range and Tennis Australia's health initiative campaigns.

Work is expected to launch in Q3 2026.