Brief: Slimming can be stylish: Lean Cuisine turned to Condé Nast to use its authority in the fashion space to lend credibility to positioning its frozen entrees in a fashion/style context, organically tying readers’ interests to Lean Cuisine meals in order to convert passion into purchase.
CNMG Solution: Condé Nast Media Group designed the Culinary Chic program to highlight the colorful nature of Lean Cuisine meals and drive awareness and affinity for the brand. Condé Nast Media Group touched upon consumer passion points in fashion and beauty to showcase how easy and stylish it is to incorporate Lean Cuisine into everyday living, through partnerships with relatable chef talent and unique and stylish kitchen accessories. Testimonials came from influential CN staffers who benefited from a “Stock the Freezer” in-house sampling campaign.
