Weight Watchers Foods

Client: Weight Watchers

Task:   Brand positioning, strategy & activation

 

Challenge

The underlying essence of Weight Watchers’ global campaign ‘Everyday Strong’ was not entirely relevant for their foods category. Our task was to develop a unique, more compelling positioning platform for foods that complimented their global work.

Everyday’s a different story

Our strategy focused on choice, diversity and healthy living over weight loss and dieting. The tagline we created, ‘Everyday’s a different story’ was an extension of the global brand campaign and allowed us to showcase a variety of products within the context of different daily lifestyles.

From digital and print campaigns across Australia and New Zealand to script-writing home-shopping segments, radio and photography, our work delivered tangible return on investment and as a result we are now in our third year of delivering brand campaigns for the Weight Watchers team.

Result

Over 9 million impressions and 9,200 click-throughs delivered through our digital campaign.

0.1% average CTR: double the average for typical Weight Watchers campaigns.