​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

Launch marketing council Episode 5: Retailer and supplier

In our fifth and final episode, we delve into the relationship between retailer and supplier and how it drives and influences launch marketing strategies and success. To do that, we’re joined by Campbell Davies, group general manager of Associated Retailers Limited, and Kristin Viccars, marketing director A/NZ, Apex Tool Group. Also featured are Five by Five Global managing director, Matt Lawton, and CMO’s Nadia Cameron.

More Videos

Great read. I agree that it should be a perfect balance between interacting with your customers and knowing your brand. As a business, yo...

Caroline Scott

7 ways CMOs can improve their customer engagement game

Read more

Very true. Team development helps improve collaboration among the team members. I was able to improve my team's collaboration skills by t...

Quent Sinder

Why empowering others can help make you a great leader

Read more

CRM is a very good software that can help you succeed in your business. In my company, this system has allowed me to improve customer rel...

Anna Janicka

Sensis rebrands to Thryv and brings business software to Australian SMBs

Read more

AI Leasing Assistants have finally arrived for the multifamily industry. With so many to choose from it can be hard to figure out which i...

Alice Labs Pte. Ltd.

CMO's top 8 martech stories for the week - 6 May 2021

Read more

Nowadays, when everything is being done online, it is good to know that someone is trying to make an improvement. As a company, you are o...

Marcus

10 lessons Telstra has learnt through its T22 transformation

Read more

Blog Posts

Why if marketing is all you do, you’ll never be very good at it

OK, so you’re probably thinking: “Here comes another article to badger me about living in my bubble.” And also, “I bet this bubble-bashing piece will go on to explain how I can achieve better results through some heady dose of new life experiences, new routines and annoyingly different opinions on social media.”

Dane Smith and Toby Harrison

Ogilvy Australia

A leader’s role in rebuilding a culture of confidence

Every day, there are new predictions and studies on the future of work, the state of the economy and the unfolding global pandemic. All of which creates uncertainty and heightens the imperative of effective leadership.

Michelle Gibbings

Workplace expert, author

Confused About Your Customers?​

​I've worked in brand and marketing for more than 20 years. But there’s one area where I’ve found myself going around in circles and I must admit I'm becoming increasingly confused.

Rich Curtis

CEO, FutureBrand A/NZ

Sign in