Women Weigh What's Important in Their Lives in Lean Cuisine Campaign

Social Campaign Steps Away From Overt Diet Marketing

Published On
Jun 30, 2015

Editor's Pick

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.

For more on the overall brand campaign, head over to AdAge.com


Jun 30, 2015
Agency :
Brand :
Lean Cuisine
Client :
Lean Cuisine
Chief Creative Officer :
Pierre Lipton
Group Creative Director :
Megan Skelly
Creative Director :
Daniel Bremmer
Creative Director :
Alex Shulhafer
Copywriter :
Amy Werblin
Producer :
Steve Amato
Vice President, Strategist :
Brad Alperin
Senior Strategist :
Halsey Stowe
Production Company :
Hungry Man
Director :
Nanette Burstein
Editorial Company :
Final Cut
Editor :
Sonejuhi Sinha
Music :
Asche & Spencer

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