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Lean Cuisine - Ditch The Diet Activation

Diets are all about deprivation and giving things up, which is lame. Thatâ€s why we set out to encourage people to ditch their Diet and go on a Lean Cuisine Try-It instead. The campaign launched with a TV spot and a series of online videos of kids talking candidly about how silly our diets are. Each one directed viewers to Facebook, where they could sign up for a 10 day Lean Cuisine Try-It. The Try-It and social media posts encouraged them to try new adventures, from pole dancing, to hang gliding, to Pomegranate Chicken. Try-Iters even had a chance to win cashola to take on their Try-It of a lifetime. The videos received over 600,000 views during the first week and over a million during the campaign run. #TryIt became the number one trending topic on Twitter. Lean Cuisineâ€s category share grew at a time when other brandâ€s shares were declining. Our social engagement was higher than the competition combined… and thousands of people had successful Try-Its instead of depressing diets. Mission accomplished.

Project Roles
Art Director, Copywriter
Art Direction, Broadcast, Children, Commercial, Conceptual, Copywriting, Food, Humor, Integrated, Interactive, Social, TV
Advertising, App Design, Branded Content, Commercials - Broadcast, Commercials - Video, Manifestos, Scripted TV, Social Media Content, Web Apps
Project Industries
Packaged Goods
Lean Cuisine - Ditch The Diet Activation
Lean Cuisine - Ditch The Diet Activation