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 combinedâ€¦ 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