​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

The real asset of small data – getting granular unearths opportunities

When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.

Pip Stocks

CEO and founder, BrandHook

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Why innovation requires less certainty and more ambiguity

According to the Knowledge Doubling Theory, the sum total of human knowledge doubles every 12-13 months. With the full evolution of the Internet of Things, it will eventually double every 12 hours. Faced with such a sea of shifting data and knowledge, how can we make progress if we try to nail everything down to a certainty?

Matt Whale

Managing director, How To Impact

Need to improve your customer journey? We're excited to announce that we are holding that we are holding two more sessions of our sellout...

Proto Partners

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Thanks Mark. A third of customers leave brands after one negative experience, thats why it is ever so important that we optimise EVERY in...

Proto Partners

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Hi Kyle -- great piece. I couldn't agree with you more when you say that we as marketers are in the business of choice. I actually wrot...

Matthew Willcox

Tapping behavioural science for consumer influence

Read more

Great points. When it comes to optimizing the app experience, making sure you collect rich usage data is important, but making sure you c...

Dustin Amrhein

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

You can also use automation to help keep the contact database nice and tidy. For example, programs that check and fix database values (eg...

automatico

3 brands using marketing automation for more than just email

Read more

Latest Podcast

More podcasts

Sign in