The UK’s leading health grill provider, George Foreman, has launched its ‘This George Can’ new campaign that aims to highlight the versatility of its product range. This new brand proposition means that George Foreman will move away from its ‘lean mean’ origins to champion the full potential of the George Foreman Grill.
The campaign received a £1 million investment and it showcases the products’ ability to create gourmet pizzas and brownies through to pancakes and full English breakfasts. Nothing has changed in the way the ‘Lean Mean Fat Reducing Grilling Machine’ works, but the campaign wants to promote versatility and inspire the consumers 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.
“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,” said Faye Jones, Brand Manager of George Foreman.
“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,” Faye concluded.