- In a new campaign for the New Year’s resolution season, Lean Cuisine created six devices that plug into set-top boxes and mute the TV for 30-seconds when words like "diet" or "weight loss" are detected.
- And for its online audience, a Chrome extension that anyone can use covers those diet-related buzzwords with a bar so they can avoid dieting words online.
- The idea behind the campaign, created by 360i, is to help people wanting to lose weight avoid the overload of post-holiday dieting messages.
In its latest campaign, Lean Cuisine wants to put people on a diet from the word "diet" and other dieting buzzwords. This fits with what Nestle USA's president of pepared foods, Jeff Hamilton, told Food Dive in June. "Americans are just simply not dieting anymore," he said.
The overarching idea behind the new #WeighThisDietFilter campaign is to pose Lean Cuisine as a lifestyle brand rather than simply a weight loss or dieting brand and fits into a theme 360i has created for Lean Cuisine, including last year’s #WeighThis campaign.
Julie Lehman, brand director for Lean Cuisine, told the Wall Street Journal that for women consumers specifically, they don’t want to hear "low fat and low calorie," instead they want to hear "gluten free and high in protein," explaining, "Those are the benefits women are looking for."
The campaign includes a video ad that will run on Facebook and YouTube, and the six devices sent to social media influencers will count the number of times the buzzwords appear in TV ads. Ad tracker iSpot found that Q1 last year had close to 23,000 ads that used the word "diet." A final element of the campaign is once it ends on Feb. 14, Lean Cuisine will make a one-time donation of $25,000 to Girls Leadership.