Lean Cuisine
The 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.
Brand Lean Cuisine as the go-to option for a quick, frozen meal for those with dietary restrictions.
Creative Brief
Campaign’s Leading Thought:
With Lean Cuisine, you don’t have to double-check the nutrition label.
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.
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
