Lean Cuisine changed everything about the brand when they pivoted them from diet to healthy lifestyle, incorporating gluten-free, non-GMO, organic and other speciality ingredients. The #WeighThis campaign brings together real women and asks them to focus on what really matters: Their accomplishments.
Act. 1: The Film
The film puts women face to face with the scale but asks them to think about their weight differently and weigh themselves by their achievements instead.
Act 2: The Installation
The film puts women face to face with the scale but asks them to think about their weight differently and weigh themselves by their achievements instead.
Act 3: The Diet Filter
The last step in the campaign separated Lean Cuisine from diet for good with filter that removed the word from TV and the internet.
