Nov. 25, 2014 - Weight Watchers is using a new strategy for its ads. It just introduced "Help with the Hard Part" – a new campaign sharing the truth that losing weight isn't easy, simple or fun. The firm is not using celebrities, in a shift from recent years' campaigns.
"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.
The new campaign created by Wieden+Kennedy Portland, the agency engaged earlier this year as part of the company's new strategy, will have several phases of consumer communication that will illustrate how Weight Watchers helps with the hard parts of weight loss. The campaign launches with "If You're Happy…," a 60-second spot that will appear in movie theaters beginning Nov. 28 and on national TV beginning Nov. 30. The media plan is designed to spark conversation by appearing in co-viewing moments within cinema and primetime national TV shows, including popular season finales and live events.
Will this be enough to lure back customers? We'll see.