Nestlé Lean Cuisine: #WeighThis
Summary
Lean Cuisine was losing relevance as diet quickly became another four-letter word. The result - five years of sales declines. The brand needed to pivot. And fast.
Through social segmentation and brand perception analysis, we discovered Lean Cuisine conversations were functional and lacking emotional relevance. Further, we observed that while female consumers lead accomplished lives, they face a society that continues to only judge women by appearance. We tapped into the accomplishments that fuel successful lifestyles for women in a moving social campaign called #WeighThis. The centerpiece of the campaign was an emotionally powerful video...