In an age of health and wellness (along with a lot of deceptive Photoshop edits), looking and feeling your best is difficult, even with a rising trend in body positivity.
Lean Cuisine, the popular frozen food brand focusing on calorie-conscious meals, took a refreshing approach to “dieting” and its impact on societal views of “the dreaded scale” by asking consumers how they would prefer to be weighed.
Their #WeighThis campaign, held in the middle of New York’s Grand Central Station, allowed women to have a professional sign-painter “weigh them” based on aspects of their life they felt were most important to them, like: their compassion for others, dedication to their careers and families, how hard they worked to achieve a goal, and more.
Devoid of any product samples of promotional teams, this experiential installation inspired participants to share their experience via a branded hashtag on social media, and broadcast to the world that beauty is much more than a number on a scale.
Lean Cuisine’s #WeighThis campaign became a viral success with over 210 million impressions online and a 428% increase in social media mentions.