Lean Cuisine '#WeighThis' by 360i

Frozen food line shifts from diet brand to wellness

In the first creative work for Lean Cuisine by new digital agency of record 360i for Lean Cuisine, several women are asked to weigh themselves —  although not in the way you may think.

The Nestlé frozen food line asks women to weigh in on what's important in their lives, such as an important person, shifting the brand's focus on authentic stories rather than dieting and numbers.

The brand also reached out to bloggers such as Kelle Hampton and Rene Syler to introduce the campaign to their readers.

A television commercial featuring a labor and delivery nurse debuts on July 6.