Lean Cuisine eliminates “diet” in novel adblocking campaign

Rachael Micallef
By Rachael Micallef | 8 January 2016

Lean Cuisine has found a novel way to tap into adblock momentum, building a TV and online filter that stops the word diet being seen or heard.

The #WeighThisDietFilter is both a physical device that connects to the TV and a Chrome extension. On television, it scans the closed caption signal for the word 'diet' and works to automatically mute audio for 30 seconds – the typical maximum time any advert will run – when it is detected.

Online, the Chrome extension turns the word 'diet' into an orange box.

screenshot lean cuisine

Lean Cuisine has said it will track the number of times diet is filtered out by the service and put it to good use with a one-time donation to Girls Leadership, a foundation designed to empower women.

The frozen food brand is sold in Australia by Simplot. It appointed Initiative as its media partner in October last year, after calling a pitch in August.

This most recent-US Lean Cuisine campaign, designed by 360i, comes at a time when adblocking is key on the agenda in the advertising and marketing sector.

Abode and PageFair place the number of users with adblocking code embedded in web browsers at more than 150 million people globally, up from 54 million people two years ago.

Locally, it is thought Australian digital publishers could be losing up to $240 million in lost revenue annually based on numbers which show 16.5% of Australian internet users are not seeing ads at all when they’re online.

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