Lean Cuisine’s New Message Says No to Scales, Yes to Girl Power

Women's iLab

As summer swoops in, advertisements flood social media and TV screens calling for women to get that perfect “summer body.” Diets, workout routines, meal plans, and beach bodies drown us with unrealistic expectations.

But there’s one brand this June that breaks the rule. Lean Cuisine, a frozen food brand that is known for dieting, has officially said no to scales and yes to female empowerment with its #WeighThis campaign.

Lean Cuisine’s new campaign encourages women to forget about their physical weight. Instead, women are told to measure themselves based upon their accomplishments and life experiences.

The branded video begins by asking the women, of varying ethnicities and backgrounds, to approach a single scale in an empty room. This set-up gets mixed reactions from the women as they stand awkwardly next to the scale. Once the woman speaking off-camera says, “I’m not going to weigh you,” the women visibly relax.

MThis is where the…

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