WEIGHT WATCHERS LAUNCHES NEW “HELP WITH THE HARD PART” CAMPAIGN USING HONESTY AND HUMOR TO ACKNOWLEDGE WHY LOSING WEIGHT IS SO HARD
First Spot Begins to Explore Our Complex Relationship with Food
NEW YORK, NY (November 25, 2014) – Weight Watchers International, Inc. (NYSE: WTW) today introduced “Help with the Hard Part” – a bold new campaign sharing the truth that losing weight isn’t easy, simple or fun. The world of weight loss is full of promises of fast and easy results, where fad diets and quick fixes come and go, leaving disappointed and frustrated people in their wake. By taking an honest approach, Weight Watchers wants to shift the focus from guilt and shame to a hopeful message that we can help people with the hard parts of managing their weight.
“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.”
The new campaign created by Wieden+Kennedy Portland – the agency engaged earlier this year as part of the company’s transformation strategy – will have several phases of consumer communication that will illustrate how Weight Watchers helps with the hard parts of weight loss. “Help with the Hard Part” will be supported by a fully integrated marketing campaign that includes digital, social and PR.
“If You’re Happy...”
The campaign launches with “If You’re Happy...,” a 60-second spot that will appear in movie theaters beginning November 28 and on national television beginning November 30. The media plan is designed to spark conversation by appearing in co-viewing moments within cinema and primetime national television shows, including popular season finales and live events.
To the tune of “If You’re Happy and You Know It,” the spot illustrates one of the hard parts of losing weight: Our complex and emotional relationship with food. The spot explores many situations where we eat – but not necessarily because we’re hungry. We eat because we’re happy, sad, bored, tired, or stressed – among a slew of other triggers – which makes losing weight hard, especially as the average person makes more than two hundred food-related decisions each day.i
“If You’re Happy...” can be viewed online at YouTube.com/WeightWatchers.
Weight Watchers Helps with the Hard Part
For more than 50 years, Weight Watchers has tapped into the human connection to help people through all the hard parts of losing weight. Weight Watchers Leaders and Receptionists understand that the way we aspire to eat doesn’t always match up with how we actually eat. They have all reached their goals through the Weight Watchers program despite the ups and downs along the way. The company’s proven approach is designed to help change people’s relationship with food for good.
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About Weight Watchers International, Inc.
Weight Watchers International, Inc. is the world’s leading provider of weight management services, operating globally through a network of Company-owned and franchise operations. Weight Watchers holds more than 40,000 meetings each week where members receive group support and learn about healthy eating patterns, behavior modification and physical activity. Weight Watchers provides innovative, digital weight management products through its websites, mobile sites and apps. Weight Watchers is the leading provider of digital weight management products in the world. In addition, Weight Watchers offers a wide range of products, publications and programs for those interested in weight loss and weight control.
i Wansink B, and Sobal J. Hidden persuaders and 200 Daily decisions. Environment and Behavior. 39:1 (2007): 106-23.