food

Lean Cuisine Apps Filter 'Diet' From Web, TV Content

As part of its ongoing initiative to reposition from a diet to a healthy lifestyle brand, Nestle's Lean Cuisine is offering consumers free apps to help them avoid the annual barrage of dieting advertising and advice on the Web and TV.

"Every January, there is, on average, a diet message on TV or the Internet every three seconds," the brand wrote in sponsored content on Mashable. "That is, in a word, overkill...Instead of dieting, let’s band together in pursuit of the innumerable benefits that come with living a healthy lifestyle, and leave dieting guilt and shame by the wayside."

To assist in that mental shift, Lean Cuisine's #WeighThis Diet Filter app—a Google Chrome plug-in—will block out the words "diet" and "dieting" each time they come across a user's browser (mentions in social media posts included).

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The brand also 3D-printed a limited number of prototype diet filter devices (the filter is still being tested and developed) that are programmed to mute the "d words" when they come up in television content.
Lean Cuisine is also including a cause-marketing component by making a $25,000 donation to Girls Leadership, an organization that empower girls by "teaching them skills to know who they are, what they believe and how to express it."

The repositioning campaign also includes television ads from Gray taglined "Feed Your Phenomenal."

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