Nestlé S.A.’s Lean Cuisine is on WE: Women’s Entertainment’s advertising menu.
The line of health-conscious products has signed a pact to sponsor WE’s “Cinematherapy: Best Friends,” a series of films featuring woman and their relationships with their best buds, which kicks off Dec. 29 with How Stella Got Her Groove Back and continues every Thursday at 8 p.m. throughout January.
The deal, terms of which were not disclosed, gives Lean Cuisine customized billboards and tagged-in tune spots aimed at driving viewers to the premiere of each theatrical on the network.
Additionally, WE has partnered with Nestlé to create customized two-minute wraps to air during the breaks, where folks on the street share “best-friend” moments.
Visitors to the network’s Web site (www.we.tv) can also find a printable $1-off coupon for five Lean Cuisine products.