Weight Watchers Foods

Developed a unique positioning platform for Weight Watchers Foods that complemented their global 'Everyday Strong' campaign while carving out a more compelling space for the foods category specifically. The strategy shifted focus from weight loss and dieting toward choice, diversity and everyday healthy living — resulting in the platform 'Everyday's a Different Story', which allowed the brand to show up across a wide range of products and daily contexts.

Delivered across digital, print, radio, photography and home-shopping scripts across Australia and New Zealand — a genuinely multi-channel execution at scale.

Results Over 9 million impressions and 9,200 click-throughs from the digital campaign alone, with an average CTR double that of typical Weight Watchers campaigns. Retained for three consecutive years of brand campaign delivery.

Created with The Brand Management Company / 12 Below

Brand Campaign FMCG | Food & Beverage | Campaign & Activation