#WeighThis

After 5 years of declining sales, Lean Cuisine, once a billion dollar brand, was on the brink of failure. The times had changed but they hadn’t. And what they were once known for—their ‘80s “diet” food reputation—was no longer serving them in a 21st century world where health and wellness reign supreme.

So in support of their revamped menu, we launched a campaign that radically transformed the brand’s image. Redefining Lean Cuisine as a modern lifestyle brand that helps women focus on the things that really matter.

#WeighThis was so successful that Lean Cuisine not only turned their sales around, they actually ran out of product. The campaign reached over 270 million people, drove a 428% increase in brand conversation and a 33% increase in brand perception.

My involvement with the campaign included concepting and creating the #WeighThis Diet Filter, a technology that gave women the power to take control of the diet conversations in their lives. The Google Chrome version filtered the word “diet” online, while a small batch of television filter prototypes literally muted the word “diet” whenever it appeared on TV.

Through our social campaign and influencer program, we helped women change the diet conversation for good, filtering the word "diet" over 3 million times and putting it towards a donation to the non-profit Girls Leadership.

Agency: 360i TV Filter Hardware & Software: AXIOS NYC

Coverage: Cannes Lions (Shortlist), ARF David Ogilvy Awards (Best In Show), WSJ, c|net, Ad Age, Ad Age, Creativity, Creativity, Campaign, Communication Arts, AdWeek, DigiDay, MediaPost, Refinery29