Lean Cuisine: #WeighThis Diet Filter

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.