The campaign from 160over90 features a Q&A and offers personalised advice to people hoping to quit unwanted habits
Lightlife, owned by Greenleaf Foods, SPC, today announced a partnership with Lilly Singh, host of 'A Little Late with Lilly Singh' on NBC, and the launch of its ‘Make a Clean Break with Lilly Singh’ brand activation. Starting today through Wednesday 28th October, Lilly will dole out comedic advice to help people make a ‘clean break’ from things in their life they don’t need anymore - like bad dates, endless media scrolling or even nonstop snacking - during a time when many people are still adapting to life during a pandemic.
Lilly is kicking off the partnership by asking Lightlife fans to answer the question 'What do you need to make a clean break from?' via Lightlife’s Instagram. In return, fans will have a chance to receive a response from the comedian on Lightlife’s Instagram with personalised witty advice or her
“I can’t wait to see what people want to make a clean break from in their day-to-day lives,” said Lilly. “I know for me personally, I’d like to make a clean break from family Zoom trivia nights, doom-scrolling, and of course, unrecognisable, hard-to-pronounce ingredients in my food.”
‘Make a Clean Break with Lilly Singh’ is an extension of Lightlife’s recent commitment to cleaning up its product portfolio by using fewer and more recognisable ingredients. Based on a recent survey, more than four in five consumers (86%) say it’s important to be able to recognise all the ingredients in a plant-based burger patty, a need that was unmet by the plant-based protein category. The Lightlife Plant-Based Burger is made from just 11 ingredients, compared to leading plant-based protein competitors that have between 18 and 20 ingredients and include unrecognisable additives like synthetically-produced soy leghemoglobin.
“Lightlife believes the future of plant-based protein is cleaner, but we also want to support people in building a more balanced lifestyle by encouraging them to cut out things that do not bring them the confidence or joy to live their best life,” said Dan Curtin, president of Greenleaf Foods. "We're excited to partner with Lilly because like Lightlife, she believes in enjoying simple, delicious food."
In addition to the Instagram activation, Lilly has recreated a traditional Shepherd’s Pie recipe, a meal she enjoys using Lightlife Plant-Based Ground. Click here to try Lightlife yourself and recreate one of your own favourite recipes.