Long affiliated with dieting, Lean Cuisine faced a consumer market that no longer thinks in terms of “going on a diet,” but instead on eating healthier, additive-free foods. The brand’s core historical messages around women’s appearance were outdated. To remain relevant, Lean Cuisine needed to position itself as a brand that delivers health, taste and affordability while inspiring women to celebrate their best.
In partnership with a Lean Cuisine video partner able to leverage True Reach metrics, we built the #WeighThis branding campaign encouraging women to weigh what really matters. A follow-on tactic launched in January 2016 targeted elimination of the word “diet,” from online media, where it appears every three seconds on average in January. The #WeighThis Diet Filter for Google Chrome™ blocks the “d word” from blogs, articles and social posts. Consumers are invited to download the filter, with each download generating a donation to a girls’ leadership organization.
The Lean Cuisine #WeighThis campaign video landed the #9 spot on the Ad Age Viral Video chart (6,787,419 True Reach video views) and increased the company’s share of attention by 52%. The video met or surpassed all benchmarks and drove a total 6,935 social interactions. The Lean Cuisine Diet Filter generated more than 8,500 views on YouTube, 460 shares from Mashable.com, and 2,200 engagements on Twitter within 24 hours of its release. Within five weeks, the app had been downloaded more than 3 million times.