After 5 years of declining sales, Lean Cuisine needed a change. #WeighThis transformed their image from an 80's "diet" brand into a modern, health food brand designed to help women focus on the things that really matter. What began as a one-time pivot became a campaign so successful that Lean Cuisine not only turned their sales around, they actually ran out of product. #WeighThis reached over 270mm people, drove a 428% increase in brand conversation and a 33% increase in brand perception.
This is what happened when we invited women to weight themselves by the things that really matter. Even I still get tingles. Directed by Nanette Burstein, the film was seen over 6 million times in the first week.
For the final act of the campaign, we gave women the power to change the "diet" conversations in their lives with the #WeighThis Diet Filter. The Google Chrome version filtered the word "diet" wherever it appeared, while a small batch of prototype television filters literally muted the word "diet" whenever it appeared on television. Through our social campaign and influencer program, We helped women change the diet conversation for good, filtering the word "diet" over 3mm times and putting it towards a donation to Girls Leadership.
The #WeighThis Diet Filter was promoted through a series of bloggers, including this deeply personal story by YouTube fitness personality Cassey Ho.
Creative Directors: Daniel Bremmer, Alex Shulhafer, Megan Skelly, Pierre Lipton. Art Directors: Melissa Stammer, Jenna Zink. Copywriters: Amy Werblin, Grace Harris. Creative Technologists: Layne Harris, Fitz Maro, Wesley Donaldson. TV Filter Hardware & Software: AXIOS NYC.