​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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

This article gave me a better understanding about content creation. I learned a lot like this website https://a2designlab.com/ also offer...

Ryota Miyagi

How Remedy is using digital marketing and commerce to drive conversion

Read more

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

3-pronged marketing approach for property disruptor Brickx

Read more

With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you can en...

Drishti Khurana

How NRMA’s Arlo the Koala chatbot won over customers

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in