As food and beverage brands are well aware, Lillien reaches millions of weight-conscious consumers every day with recipes and food finds that are high on taste and nutrition but low in calories. In addition to a free daily email service with more than 1.2 million subscribers (and a 40% to 60% open rate), Hungry Girl has a Web site that draws more than 1 million visitors a month, an upcoming diet book, a recipes/cookbook series, videos, and a hit cooking show that airs on both the Food Network and the Cooking Channel, among other brand extensions.
USPB's new “Guilt-Free Potato Goodness” marketing campaign aims to harness Lillien's unique ability to speak directly to calorie-conscious Americans from a “friend in-the-know” perspective, as well as her flair for effective native advertising. “Hungry Girl has developed the kind of loyal following of weight-conscious consumers that fits in perfectly with our marketing objectives,” says Myers.
The campaign is designed to reach USPB's target audience: women 25 to 54 with kids under 18 at home.
