Lean Cuisine: #WeighThis Diet Filter

The #WeighThis campaign pivoted Lean Cuisine from an '80s diet brand to a health-focused brand that celebrates the greatness in women. 

Building on the success of the launch video and live installation in Grand Central, we encouraged women to take control of the January diet conversation with the #WeighThis Diet Filter. The Google Chrome extension and TV filter prototypes allowed women to literally mute the word "diet" and turn it into a force for good, with over 3 million diet words filtered and a donation made to the non-profit organization Girls Leadership.

 

Case Study:

 

Press/Awards:

Cannes Shortlist Cyber

ARF Grand Ogilvy Award

The Wall Street Journal

Adweek

Refinery29

Ad Age

CNET

Well + Good