#WeightThis

Nestle-owed brand's 'massive pivot' away from diet marketing was Lean Cuisine’s installation in Grand Central Station and social media project #WeighThis. Lean Cuisine seeks to build emotional bonds with female consumers by telling stories about how real women exhibit strength in their everyday lives. In their marketing project called "WeighThis" by 360i instead of weighing their bodies, the women articulate -- or "weigh" -- their personal accomplishments. With the board situated in highly populated and central place such as Grand Central, the accomplishments acquire even more weight and bring emotional satisfaction to all participants