Grey NY Continues to ‘Feed Your Phenomenal’ for Lean Cuisine

By Erik Oster 

Grey New York launched a follow-up to the initial spot in its “Feed Your Phenomenal” spot for Nestle brand Lean Cuisine, which showed a distinct move away from a focus on the product as a diet food.

A new spot, which will run in an extended online version (featured above) and a 30-second broadcast version, continues to tell the story of a hard-working maternity nurse who relies on Lean Cuisine to get her through her shift. She calls the product a staple of the nursing staff as the camera focuses on a freezer full of Lean Cuisine boxes. The spot opens with the text, “Lean Cuisine asked…What makes a woman phenomenal?” and the spot ends by calling on viewers to nominate a “phenomenal woman” in their own lives, who could be the star of the next ad. Grey New York already has a clearly established tone for the campaign, which it seems likely will continue focusing on individuals with hectic schedules and unusual hours, without any weight loss marketing in sight.


Agency: Grey, New York
President / Worldwide Chief Creative Officer: Tor Myhren
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Director: Linda Mummiani
Executive Creative Director: Caitlin Ewing
EVP Global Account Director: Rick Reilly
SVP Account Director: Mercedes Campos
Account Supervisor: Melissa Saks
Account Executive: Abel Gachou
Project Manager: Stephen Samelko
Executive Strategy Director: Deborah Freeman
Senior Planner: Carmen Lo
EVP Director of Film Production: Bennett McCarroll
VP Executive Producer: Adam Seely
Associate Producer: Suzie Davidson


Production Company: Bodega Studios
Director: Adam Reid
Executive Producer: Clint Goldman
Head of Production: Michael Flexner
Line Producer: Rayna Saslove
Director of Photography: Evan Jake Cohen
Production Design: Alex Pacion

Editing Company: WildChild NY
Senior Producer: Valerie McAndrews
Editor: Deirdre Bell
Music/Sound Design (person & company):

Original Music Company: Human
Producer: James Wells
Composers: Thomas Keery & Gareth Williams
Music Production Company: Crescendo
EVP Director of Music: Josh Rabinowitz
Producer: David Steinberg

Mixing & Sound Design: Dante Desole at Vision Post
Principal Talent (Real labor & delivery nurse): Elizabeth Ryan