#weighthis

Background

In 1981 (Jane Fonda, dieting and leg warmers were popular), Lean Cuisine was a category breakthrough. Fast-forward 30+ years – the brand faced declining sales and “diet” had become a four-letter word. Lean Cuisine desperately needed to shift away from its diet brand heritage and become a modern health and lifestyle brand. In 2015, it embarked on a complete rebrand that included new advertising, packaging and frozen entrée options. The strategy was to get people to see Lean Cuisine anew by igniting a relevant and authentic social conversation about weight and value perception among women, inspiring them to weigh themselves differently.