​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: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

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

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in