It All by Lean Cuisine

The Challenge: The cultural definition of "Having It All" has shifted. Modern women are rejecting that tired trope and redefining success on their own terms. We needed to evolve Lean Cuisine’s narrative to prove the brand understands and supports this modern pursuit.

The Strategy: We built "ItAll," the first-ever physical store designed for women to define their version of success together. This social experiment acted as the centerpiece for a content campaign that shifted the brand conversation from diet culture to holistic, culturally relevant support.

The Impact: The campaign modernized the brand and drove significant action. Beyond half a million impressions, the work improved brand favorability by 65 percent and increased purchase intent by 67 percent. It also earned top honors at the PRWeek and Chicago ADDY Awards.