#WeighThis

Back in the day of jazzercising and fad diets, Nestlé Lean Cuisine was a billion dollar brand.
But times changed and Lean Cuisine didn’t. After five straight years of declining sales, the brand knew it needed to change the very thing it was known for: diet.

THE CAMPAIGN

In a film titled #WeighThis, Lean Cuisine encouraged women everywhere to stop focusing on dieting and start weighing what REALLY matters, then share those things in social media using the hashtag #WeighThis. The response was overwhelming.


First time I haven't skipped an ad on YT in ages.... AWESOME AWESOME AWESOME! -Jessica
I'd weigh my running shoes and all the miles and adventures I've put into them. #WeighThis -@caitlinnmarie_
#WeighThis raising 2 beautiful strong intelligent daughters as a single mom and getting my nursing degree...at 40!!!! - Jennifer

The responses were so powerful, Lean Cuisine felt compelled to share them with the world. Working with artist Annica Lydenberg, they created an installation in New York City’s Grand Central Terminal, where over 250 messages were painted on scales for everyone to see and share.

I work at the largest homeless shelter in Suffolk County, NY. We have over 200 children and I am the Childcare Coordinator. I love my kids, I love bringing light into their eyes and love into their world. Weigh me by my compassion and by aiding the misfortunes of others.
-Laura Cavanagh

And in January, when there is a “diet” message on average every 3 seconds, we gave women the power to change the conversation for themselves with the #WeighThis Diet Filter.

Lean Cuisine’s Google Chrome extension filtered out the word “diet” accross the Internet. In addition, prototypes of 3D-printed TV filters hacked closed captioning data to mute the conversation whenever the word “diet” was mentioned.

As women filtered out the diet conversation, Lean Cuisine turned it into a force for good with a $25,000 donation to Girls Leadership – a non-profit organization that empowers girls to create change in their world.

RESULTS

#WeighThis didn’t just change the way women think about Lean Cuisine. It changed the way women weigh themselves. In the end, the brand relaunch resulted in a drastic spike in sales, reversing a 6 year decline.

6 Million VIEWS OF #WEIGHTHIS FILM IN THE FIRST WEEK
428% INCREASE IN SOCIAL MENTIONS
33% INCREASE IN POSITIVE BRAND PERCEPTION
21% DECREASE IN NEGATIVE BRAND COVERSATION

PRESS

#WeighThis

The campaign didn’t just change the way we thought about
Lean Cuisine, it changed the way women weigh themselves.

Because if you’re going to weigh something, weigh what matters.