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Thursday
Jan282010

Lean Cuisine site redesign

the challenge: to reinvigorate the Lean Cuisine brand by making it easy for consumers to stay engaged with the brand on a weekly or even daily basis

the creative strategy: launch LC Rewards, a way for users to earn reward points by interacting with site content – answering quizzes, posting product reviews, reading articles, and so on

the execution: relying on the literally thousands of pieces of LC content, we automatically highlighted several different pieces of content each day, to give users the sense of a new experience daily

the results: within 4 weeks of launch, and with virtually no marketing support, we had over 7,000 comments from excited LC consumers, far more traffic than expected, and we had launched a successful rewards program

the team: Ryan Hryciuk (AD), Karl Nilsen (CW), Josh Haupert (CW), Jeff Gilliard (IA), Scott McKay (CW and CD) at MacLaren MRM

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