Weight Watchers UK has launched an inspiring campaign featuring nine of its members, who have collectively lost 42 stone (588lbs), to encourage people to ‘Say Yes’ to the brand’s flexible plan.
The content-rich campaign includes a hero TVC spot, Radio, VOD, Digital, PR, Social, CRM and Local Marketing, showcasing Weight Watchers liveable approach to weight management through the stories of its real-life members. From nights out with the girls to baking at home with the family, their experiences prove that it is possible to lose weight without giving up the things you love.
The campaign kicks off with a TVC created by Beyond and directed by Richard Oliver, celebrating the successes of six of real Weight Watchers members from across the UK, who collectively lost over 36 stone (504lbs). Handpicked from castings in Maidenhead and Manchester, their stories will resonate with anyone trying to lose weight and still enjoy a happy, healthy life.
The 30” TVC ‘Say Yes’ highlights that people could lose seven times more weight with Weight Watchers than on their own, with Weight Watchers round-the-clock support network and the ethos that every food item is on the menu; offering members an effective and healthy way to lose weight – and keep it off.
The advert hones in on the support provided by Weight Watchers nutritionally trained Coaches, and the advanced online tools available to members via the Weight Watchers smartphone app, which includes recipes, exercise and weight tracking, as well as a food barcode scanner and online community.
The integrated campaign picks up the stars’ stories in radio, digital and social content. From Leonie’s delight that she now feels confident enough to do online dating, Simon’s go-to recipe for low-fat lasagne and Diane’s tips for bouncing back from a tough day, the campaign is designed to inspire others to kick-start their own weight loss journey.
Chris Stirk, Weight Watchers UK General Manager, comments: “Our latest advert has been inspired by our amazing members. It has been created as a celebration of the journeys and achievements of every single Weight Watchers member and we are proud to be able to bring a handful of the millions of success stories to TV screens across the country.
Through their real-life accounts, we are able to showcase some of the things that set Weight Watchers unique programme apart – from the round-the-clock support that our members receive via expert Coaches and our range of innovative online tools, to the education on nutrition, activity and wellbeing that allows our members the freedom to eat the food that they love – whatever they want, whenever they want it. We know that happy people make healthier choices, which is why we equip members with the skills they need to maintain a balanced and healthy approach to weight loss for good.”
The advert, which hit screens on Sunday 16 April will be on air for four weeks.