Lean Cuisine · Listen to nobody but your body

We took a brand that hadn’t spoken a word for 20 years and increased their market share 34% with one campaign.

Media: TVC, OOH, social
Awards: 2026 Effies Silver Winner - Food & Beverage; 2026 Effies Silver Winner - Insight & Strategic Thinking; 2026 Effies finalist - Brand Revitalization
Results: +34.1%market share; 10-yeardecline reversed; #1 brandin category; +75%purchase frequency

Lean Cuisine was famous for the wrong reason: pushing diet culture on a whole generation.

How does a brand with baggage become relevant to a new audience?

Well... instead of talking, we listened.

Listen to nobody but your body billboard for Lean Cuisine above a city street

Then, we reimagined everything: Voice. Look. Packaging. Attitude.

Two Lean Cuisine posters on a tiled wall: Serve face but tone it down, and Own your style but don't be so bold

We didn’t tell anyone how to look or what to weigh.

Market share increased 34.1%

And YoY decline was reversed for the first time in a decade.

Lean Cuisine social post: Wear what feels good but dress for your shape

Lean Cuisine social post: Be unapologetic but stay in your lane

MANIFESTO

We know our own bodies best.

Yet everyone else seems to have an opinion. Influencers. Media. Ads. Keyboard warriors. Even friends and family. Every nook, cranny, crevice, and mark is theirs to critique and judge.

Why should we listen to them?

Let’s show that with Lean Cuisine, Aussies can ignore the haters and eat a nutritious and delicious meal on their own terms.

Because when it comes to your body, there’s only one voice worth listening to:

Your own.

Lean Cuisine. Listen to nobody but your body.

Lean Cuisine key visual: a woman in a silver dress eats from a bowl beside the words Listen to nobody but your body

We’d love to chat

claudiasaro@live.com.au

linkedin.com/in/claudiasarosiek

jesseyoungcreative@gmail.com

linkedin.com/in/youngjesse