BUSINESS CHALLENGE

Lean Cuisine was making a brand positioning move away from dieting to a broader stance of overall heath and wellness for women. 

At the heart of their repositioning was a non-branded community site dedicated to the issues women face when trying to live a healthier life. 

The assignment was with give the site and the program some focus and entertainment value.

THE IDEA

Since the site was to be community based  with the audience sharing their stories and experiences I created a character, a woman named Kate, a wellness coach of sorts, to be the figure head of the community.

For entertainment value I cast comedienne Kira Soltanovich. Most widely known as one of the improv comedians on the show ‘Girls Behaving Badly’.

Creating Kate quickly became the much bigger assignment of creating Lean Cuisine’s unique point of view in the cluttered space of fad diets, wellness books, and dime-a-dozen self-help gurus. To create a ‘white paper’ I put together a unique team of experts that included The Hartman Group (consumer behavior research) and scriptwriters (women) to draft a common sense wellness guide designed for busy working women. This document not only guided the scripting of Kate but also was adopted by the brand as their health and wellness manifesto. 

Presented as a ten episode web series, Kate guides the audience on a mission to debunk the myths about health and wellness by sharing her non-traditional methods and amusing remarks. She presents easy ways for the audience to approach wellness and in her humorous and entertaining way through parodies about the extremes women go through to achieve what they think is wellness while she reinforces the good information women already know but just may not be following.

PROGRAM ELEMENTS

1. • Program host
   

2. • Microsite
   

•  10 episode web series

•  Brand ‘Health & Wellness’ manifesto

Character Map - encapsulates the entire program online and offline.