Australia’s leading ready-made meal provider, Lite n’ Easy, has launched a new national advertising campaign promoting the crucial role nutrition and access to affordable healthy meals plays in improving and safeguarding the independence and quality of life of older people.
Lite n’ Easy is a proud partner in the Commonwealth Government’s Support at Home aged care program and offers substantially discounted meals to eligible customers. A plan may cover up to 70 per cent of the cost of meal preparation and delivery.*
The campaign spans television, radio, print, social and digital media and has been informed by a new Lite n’ Easy customer survey.
The survey, which included feedback from almost 4,000 Support at Home customers, revealed a range of insights into the connection between healthy eating and improved wellbeing among older people.
Feedback from the survey included:
- 62.6% identified preparing meals as a previous challenge;
- 35.8% identified grocery shopping as a previous challenge;
- 37% identified not having enough energy to cook as a previous challenge;
- 23.3% identified eating nutritious meals itself as a previous challenge;
- 80.2% agreed they now eat more nutritious meals;
- 71.9% reported greater confidence living independently;
- 89.2% agreed Lite n’ Easy provided good value for money.
Lite n’ Easy CEO Nathan Hayman said the campaign seeks to inform older people about the menu choices and savings available through Support at Home.
“Up to 50 per cent of older people living in the community and residential aged care experience malnutrition or unintentional weight loss, which can adversely impact mobility, independence and quality of life,” Mr Hayman said.
“There is a link between older people having access to affordable, nutritious ready-made meals and continuing to live an active and independent life at home.
“This campaign sends a clear message – older people can have it both ways – they can receive healthy meals from a range of menu choices delivered to their door, and experience hip pocket relief. It’s a win-win.
“Our goal is to make life easier for older people by taking the hassle and worry out of shopping and preparing meals, so more time and energy can be spent on everyday life.”
An example of a television advertisement is available here: https://www.youtube.com/watch?v=JmPE7DfL5_Y
*Support at Home eligibility and funding vary depending on a customer’s plan.
