Weight Watchers launches record New Year campaign

Weight Watchers: launches £28m campaign on Boxing Day
Weight Watchers: launches £28m campaign on Boxing Day

Weight Watchers is kicking off a £28m ad campaign on Boxing Day to promote its new points plan, which it describes as the biggest change to the global business in 15 years.

The campaign promotes Weight Watchers' new points plan, which it describes as the biggest change to the global business in 15 years.

The ads – one of which will feature a male dieter for the first time – are based around members enjoying the improved flexibility of the new plan. The ProPoints system now includes a "weekly allowance" of extra points to spend on food or drink, such as wine or a curry, which might otherwise be seen an as indulgence for dieters.

Testimonials will also feature heavily in the ads in the New Year, along with a push for its online business, which has doubled in size in the past two years.

The campaign, created by McCann Erickson, includes a 16-week run of TV, radio and press ads, as well as an online and direct mail campaign.

Lindsay Reisser-Weston, vice president of marketing, said: "We have committed to a record level of investment to ensure mass awareness of the ProPoints plan.

"From the advertising and in-meeting look to local marketing and our food range, this campaign has been designed to drive brand reappraisal among existing and potential new members."

About one-fifth of its two million member-base are recruited in January, but Reisser-Weston said she expected bumper numbers due to the launch of ProPoints.

The ProPoints system, which soft launched in the UK in November, moves away from counting only sat-fats and calories to a more scientific base, measuring fat, protein, fibre and carbohydrates, as well as taking into account the energy used in digestion.

The points for all foods have been recalculated, including a decision to make all fruit zero points.

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