Nestlé Lean Cuisine: #WeighThis

This case study shows how Lean Cuisine went against the grain of its category with a data-based social media campaign based on female empowerment in the US.

Nestlé Lean Cuisine: #WeighThis

Halsey Stowe, Brad Alperin and Chris Hagenah

Campaign details

Brand: Lean CuisineBrand owner: NestléLead agency: 360iContributing agencies: MetaVision, Team NCountry: United StatesIndustry: Convenience, readymadeChannels used: Events & experiential, Online video, Public relations, Social media

Executive Summary

After six years of sales declines due to a negative association with the word "diet", Lean Cuisine needed to change consumer perception of the brand.

Lean Cuisine conducted a social listening analysis to identify social objectives within the larger marketing challenge that revealed how brand conversation was...

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