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Lean Cuisine Shifts the Conversation Around Weight via #WeighThis

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Nestlé’s Lean Cuisine (client) is embarking on a rebrand to shift the company from its diet roots to a modern health and lifestyle brand. In its recently launched social campaign #WeighThis, in partnership with 360i, Lean Cuisine is striking up a conversation around weight, encouraging women to “weigh something that matters.”

The effort includes a short video of women “weighing” their personal accomplishments like motherhood, making dean’s list, and traveling the world – not their bodies.

As part of the brand’s strategic shift, Lean Cuisine is introducing new advertising, packaging and frozen entrée options. The campaign coincides with Lean Cuisine’s new food choices hitting shelves and is intended to help the brand connect with consumers over their more modern, healthy ways of eating.

Read more about the effort over in Ad Age.