​Lean Cuisine blocks the word diet in new post-holiday ad campaign

The frozen food company’s new adblocking campaign mutes the word diet on TV and blocks it on Google Chrome

With post-holiday dieting messages in full swing, Lean Cuisine has launched an adblocking campaign to eliminate diet and weight loss messages and put the focus on healthier eating options.

To filter out the high density flow of dieting chatter consumers are exposed to in January, Lean Cuisine’s Google Chrome extension is replacing words such as ‘diet’ and ‘dieting’ with an orange rectangle.

“On TV, it mutes the word diet so you can focus on what really matters, and in Google Chrome, you filter the word diet, so we put it to good use with a donation to Girl’s Leadsership,” the video campaign announced.

The campaign is part of Lean Cuisine’s #Weighthis campaign run by digital and social agency, 360i. According to 360i, the new program signals the company’s rebranding efforts to evolve perceptions away from being a diet brand. Other efforts include all new advertising campaigns, fresh packaging and new meal options.

The announcement follows recent finding by global information company, the NPD group, which revealed that while each New Year is ushered in with diet ads to encourage weight loss resolutions, US consumers simply prefer living healthier lifestyles as opposed to restricting their habits with dieting.

The report, Eating Patterns in America, found consumers define their own diets by putting more focus on the authenticity and purity of the foods they eat. The report also revealed dieting among US consumers has been declining over the last decade and consumers who are on a diet prefer to get creative in defining what aspects of diets work for them and their schedules.

“This may not come as the best news for the dieting industry but consumers are looking for authenticity and simplicity as part of a healthy lifestyle, which, to them, has more ‘staying power’ than diets or fads,” said NPD food and beverage analysts, Darren Seifter.

“To ensure future growth, food marketers will need to make sure to promote the fresh or natural elements of products to reflect consumer need for authenticity.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Why customer experience driven growth is set to take off

Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.

Consistency and conversation: How branding and advertising can work better together

Advertising and branding are two of the most visible outputs of marketing, which is why getting them right is so important. However, too often the line between branding and advertising becomes blurred. This means advertising activity can be out of sync with brand, resulting in poor results for both functions.

Dan Ratner

managing director, uberbrand

Putting your brand on the Love Index

How much do your customers love your brand, product or service?And more importantly, why?

Bronwyn van der Merwe

Managing director, Accenture Interactive

Someone needs a swift kick up the bum for such an idiotic idea.

random

​Why a degree is no longer enough to get you hired as a skilled marketer

Read more

The frequent flyer programs are the new profit machines for airlines all over the world, as they have morphed to be mass marketing machin...

Steve@iFLYflat

Velocity frequent flyers program strong performer in mixed half-year for Virgin

Read more

Hi Jennifer, thanks for sharing these info regarding the digital marketing trends.I've created a related video to this topic, would you m...

Fabio Carry

Predictions: 17 digital marketing trends for 2017

Read more

Great news. Marketing automation can be very useful for companies at various stages of development. With so many tools out there it's bet...

Ben

How HBF rolled out marketing automation in eight months

Read more

I read a report that the business sector in Australia as a whole have yet to fully harness and see the proactive change that predictive a...

Alex Martin

Report: Predictive analytics, IoT, machine learning battle it out for marketing dollars

Read more

Latest Podcast

More podcasts

Sign in