The Dieline Awards 2017: Nielsen Design Impact Award Winner - Lean Cusine
The Dieline Awards has always aimed to highlight the value of effective package design, and we couldn't be more excited about our partnership with Nielsen for the Nielsen Design Impact Award. This partnership provides us with real world product sales data of a redesigned package, and actual consumer shopper preferences, demonstrating and proving the powerful and transformative role of packaging design.
This award identifies the most impactful redesigns over the last two years. And let’s be clear—these aren’t just pretty packs. They’re absolutely crushing it in market, too. Brands and design agencies submitted their redesigns for consideration. There was no fee required to participate. There were a few restrictions when submitting for the award:
• The design submitted must be a redesign of an existing product.
• The redesigned product must’ve launched between January 1, 2014 and March 1, 2016.
• The redesigned product must be sold in the United States. At this time, we can’t accept international entries.
• The product must belong to a consumer-packaged-goods category. (This includes products that you use up and buy with relative frequency—anything from toothpaste to beer to pet food. It does not include “durable” products such as electronics and toys.)
Reposition Lean Cuisine from a “diet” brand to a more modern health and wellness partner; simply a large portfolio into segments that would make sense to consumers.
Grew dollar sales by 7% (from $735M - $790M) — a significant amount for such a large brand
Grew in a slightly declining category (down 3%)
73% of consumers indicated they would purchase the new package
78% of consumers felt the new package addressed strategic objectives
By shifting the brand's focus to what many women desire, Lean Cuisine has transformed into gourmet, chef-inspired dishes that fuse together ethnic ingredients. Although the logo remains unaltered, the copy has been rewritten. With "Marketplace" replacing "favorites" and the variety of dishes being described like they could be served at a 5-star restaurant, Lean Cusine has found a way to make frozen food irresistible with bold packaging that is visually authentic.
“We’ve committed ourselves to completely making over Lean Cuisine® to align with the way people are selecting and enjoying their food,” said Jeff Hamilton, president of Nestlé Prepared Foods. “Giving shoppers choices within the frozen food aisle is a pillar of the Lean Cuisine® brand, and we know that they want more than just new flavors – they want transparency around ingredients in their food and they are seeking new approaches. We’re motivated to do what’s right for our consumers, and from the Lean Cuisine® brand, offering a greater ingredient choice is something we know they want.”