Lean Cuisine
Capstone project for my master’s degree from Boston University.
I chose to rebrand Lean Cuisine and was in charge of both strategy and creative.
Assignment
Challenge
Lean Cuisine has tried to rebrand in the past but received critical backlash. This is due to the brand’s image being rooted in the idea of diet trends, “low calorie, low carb, low fat, etc.”
Strategy
The goal for this rebrand is to take Lean Cuisine out of the conversation of dieting as a fad and bring them into a much more important one. Dieting for health.
While viewing the competitive landscape, one thing kept coming up.
Dietary restrictions (gluten-free, lactose intolerance, etc.)
All competitors offered them, but no one is marketing themselves as THE brand for them. That’s where we come in.
Lean Cuisine is the quick frozen meal for people who suffer from dietary restrictions.
Creative Brief
Insight:
For dietary-restricted individuals, one bad experience with prepared meals comes with a plethora of doubt for the next.
SMP:
With Lean Cuisine, you don’t have to double check the nutrition label.
Logo
Packaging
With the goal of the campaign aiming to make each dietary restriction as identifiable as possible, I created a color coding system and integrated it into the product packaging.
Social
Caption:
Gone are the days of being scorned by a “gluten-free” meal that wasn’t entirely gluten-free. When we tell you it’s gluten-free, we mean it.
Because we know you can’t spell nutritious without trust.
Visit the link in our bio to find your shade of nutrition.
#NutritiousTrust #LeanCuisine
OOH
I chose to highlight the OOH through subway ads and grocery store aisle stoppers because we are targeting busy commuters looking for a fast meal.
