George Foreman, a leading health grill and staple of family homes and student houses since its launch in the UK over 20 years ago, has unveiled a new proposition for the brand, moving away from its ‘lean mean’ origins to champion the full versatility of the George Foreman Grill.
With a £1M ATL investment, George’s new brand campaign; ‘This George Can’, showcases its ability to create gourmet pizzas and brownies through to pancakes and full English breakfasts.
The ‘Lean Mean Fat Reducing Grilling Machine’ can still do just that but the new campaign promotes versatility, inspiring the consumer to cook (and share) ‘insta’ worthy recipes for breakfast, lunch, dinner and dessert using only a George Foreman Grill.
Launching with new engaging creative, social media channels and marketing investment, the campaign kick-started with a series of impactful print and digital adverts all championing the versatility message and shifting the brand into the modern era of quick and adventurous yet simply created meals and snacks.
Speaking about the renewed investment in the brand, Faye Jones, Brand Manager of George Foreman said: “The ‘George’ holds a lot of fond memories and has a place in many of our consumer’s hearts. This exciting campaign represents a major milestone as we look to shake off the image of the original George Foreman ‘Lean Mean Grilling Machine’ and focus on how versatile our products are. We have a very engaged customer base and we know that many people out there already use their ‘George’ to make some incredible creations, whether it’s a healthy meal prep Sunday, a family meal in minutes or a quick sweet treat – their passion in the brand is being echoed internally and we’re delighted to be able to unveil our new campaign that educates and inspires the consumer.”
Source: George Foreman