We’re excited to announce that 360i client Nestlé Lean Cuisine was the recipient of the 2016 ARF Grand Ogilvy honor in The ARF David Ogilvy Awards. The best in show honor was awarded to the brand’s #WeighThis campaign which focused on the accomplishments that fuel successful lifestyles for women.
In addition to taking home the Grand Ogilvy, the #WeighThis work was awarded Gold in the program for Best Use of Social Insights.
Lean Cuisine was facing six years of sales declines, and the brand needed to pivot, fast. As part of the rebrand, Lean Cuisine introduced new packaging and frozen entrée options. While the brand’s reformulation and updated packaging gave people a rational reason to believe it was different, we needed to give them a feeling to believe. We used insight from 360i’s Tribe Analysis and Brand Compass to work with Lean Cuisine to create an emotionally powerful video featuring real women weighing their life accomplishments in lieu of their bodies to start up a conversation around weight and body perception. #WeighThis was an integral part of Lean Cuisine’s holistic turnaround in product and strategy and contributed to the brand seeing its first sales increase in six years.
Congratulations to the #WeighThis team and to all the winners in this year’s David Ogilvy Awards.
Cover photo via the ARF.