Stouffer Frozen Foods: It's Not Just Lean, It's Cuisine campaign

Sally Cobau

In 1994 advertising agency Messner, Vitere, Berger, McMnamee, Schmetterer/Euro RSCG took over the Stouffer's Lean Cuisine account and coined the tag line "It's Not Just Lean, It's Cuisine." The company hoped the slogan would link Lean Cuisine's frozen low-fat meals with Stouffer's premier line of frozen entrees.

Stouffer Frozen Foods: It's Not Just Lean, It's Cuisine campaign

Sally Cobau

Overview

In 1994 advertising agency Messner, Vitere, Berger, McMnamee, Schmetterer/Euro RSCG took over the Stouffer's Lean Cuisine account and coined the tag line "It's Not Just Lean, It's Cuisine." The company hoped the slogan would link Lean Cuisine's frozen low-fat meals with Stouffer's premier line of frozen entrees. A well-established company, Stouffer successfully marketed frozen lasagne dinners and many other items. The slogan "It's Not Just Lean, It's Cuisine," which addressed taste, was a response to other diet frozen-food producers that advertised their products by emphasizing nutrition. Lean...

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