For the first time in three years, Weight Watchers from Heinz (WWfH) has launched a new TV ad campaign as part of its overall investment of GBP5m (US$9.83m) to drive growth of the brand and the frozen category, the company has revealed.
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The adverts will focus on the message that the Weight Watchers brand offers low fat options without compromising on taste. The campaign will run throughout the key diet season, which covers the first two months of the new year.
Products from WWfH’s range of indulgent desserts and frozen ready meals will be featured. Both ranges, WWfH said, are currently outperforming their separate categories, growing at a rate of 35% and 13% year-on-year respectively.
“WWfH is a trusted diet brand with extremely high loyalty levels, and is in a prime position from which to drive sales across the frozen category,” said Amanda Walker, marketing director of Heinz Frozen and Chilled UK. “This exciting new advertising campaign emphasizes that dieters do not need to forgo delicious tasting products with the strap line: ‘Lose weight. Not taste.”
