Women Weigh What's Important in Their Lives in Lean Cuisine Campaign
Social Campaign Steps Away From Overt Diet Marketing
Jun 30, 2015
As part of a brand overhaul, Lean Cuisine is ditching overt diet marketing and going for an emotional, documentary-style approach more reminiscent of the likes of Dove.
In this social media spot by 360i, directed by Nanette Burstein at Hungry Man, women are invited to approach a scale. But instead of weighing their bodies, the women articulate -- or "weigh" -- their personal accomplishments: for example, making the Dean's List, a long happy marriage, a bone marrow donation to their sister.