As Canadians get ready to reach for that extra serving of stuffing and turkey, Weight Watchers has rolled out a new bold campaign called “Help With the Hard Part.” In the campaign, Weight Watchers wants you to shift the focus from guilt and shame to a hopeful message that they can help people with the hard parts of managing their weight. The new campaign will have several phases of consumer communication illustrating how Weight Watchers helps with the hard parts of weight loss. It will be supported by a fully integrated marketing campaign that includes digital, social and PR.
“It’s time to give ourselves a break and acknowledge that our complex relationship with food and the crazy world of food that surrounds us makes losing weight really hard,” said Lesya Lysyj, President of North America, Weight Watchers. “Our entire philosophy and program is built on helping people to change their relationship with food for good, providing the inspiration, accountability and support to deal with the reality of their world.”
A 60-second spot (see above) was created entitled “If You’re Happy…” which illustrates one of the hard parts of losing weight: Our complex and emotional relationship with food. The spot will launch online in Canada on December 8 and on national television beginning December 26.
Creative: Wieden+Kennedy Portland
Public Relations & Social Media: Weber Shandwick