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It is hard to avoid diet messages in January, so Lean Cuisine came up with a new way to block them.
The Nestle frozen foods brand, long linked to dieting, is having a little fun with that association.
The marketer says the word "diet" pops up on TV or the internet every three seconds in January. To filter out the chatter, Lean Cuisine introduced a Google Chrome extension that covers up words such as "diet" and "dieting" with an orange box. The hue is similar to the one seen on Lean Cuisine packaging.
Lean Cuisine's digital and social agency, 360i, led the development of what's being called the #WeighThis Diet Filter. The agency even created some TV filter boxes as a social experiment, which it demonstrated at CES this week.
Even though consumers say they are interested in healthy lifestyles and most adults would like to lose weight, dieting has actually been on the decline over the last decade, according to the NPD Group. Earlier this week, NPD said the percentage of adults looking for calories on food nutrition labels "has steadily declined" over the past five years and that they are more concerned about other items such as sugar, fat and sodium.
Lean Cuisine has been trying to position itself in a broader context when it comes to food. For example, it has introduced gluten-free and high-protein meals to appeal to people following specialized diets.
Even if diets are falling out of favor for some, Americans will likely be hearing more about tweaking their eating habits due to the 2015-2020 Dietary Guidelines for Americans. The guidelines, released Thursday by the U.S. Department of Health & Human Services and the U.S. Department of Agriculture, include limiting consumption of added sugars and saturated fats to less than 10% of calories consumed per day. They also suggest that Americans should limit their consumption of sodium to less than 2,300 milligrams per day, a level exceeded by almost 90% of Americans.
Lean Cuisine said as part of the effort to filter the conversation it plans to donate $25,000 to Girls Leadership, a group that runs summer camps and workshops to help empower girls.
It is the latest Lean Cuisine social effort from Dentsu's 360i, which also worked on installations such as scale art displayed at Grand Central Terminal. MetaVision Media, a division of WPP's GroupM, is the media agency on the effort.