You Have Good Taste

Step into the grocery store freezer aisle and experience a surprising twist in your shopping routine. Lean Cuisine, in collaboration with VML, introduces "You Have Good Taste" — a groundbreaking campaign aimed at revolutionizing the way we think about weight management and self-affirmation.

Lean Cuisine gives you tasty meals with a side of 'you're awesome!'

Rosie Bardales

Chief Creative Officer, VML New York

In a society saturated with judgment surrounding weight and food choices, Lean Cuisine sought to break through the negativity and offer a fresh perspective on healthy eating. The challenge lay in redefining the brand's image to foster positivity and support, rather than criticism, in the weight management journey.

Inspired by the detrimental impact of negative self-talk on weight management, Lean Cuisine aimed to create a campaign that not only promoted its products but also uplifted consumers. The team drew inspiration from actress Regina Hall's empowering presence and sought to leverage her voice to instill confidence and motivation in shoppers.

The core idea behind "You Have Good Taste" was to inject moments of positivity and encouragement into the shopping experience. Through a social experiment conducted in a grocery store, real shoppers were surprised with a burst of support from Regina Hall's voice as they reached for Lean Cuisine meals in the freezer aisle. This innovative approach aimed to challenge societal norms surrounding weight management and promote self-love and acceptance.

As Lean Cuisine's first new ad campaign in four years, "You Have Good Taste" has already garnered significant attention and positive feedback. With its refreshing take on healthy eating and weight management, the campaign is poised to reshape consumer perceptions and drive engagement across various media channels.