NEWS: British Bakeries set to target slimmers with Baywatch line

British Bakeries is putting its faith in a woman in a red Baywatch-type swimsuit to introduce dieters to its lowest-calorie loaf, Nimble Diet Watch.

British Bakeries is putting its faith in a woman in a red Baywatch-type

swimsuit to introduce dieters to its lowest-calorie loaf, Nimble Diet

Watch.



Wrightson Dale has created a launch press campaign for the new brand

featuring the line: ‘It’s a lifesaver on the beach.’ The line runs

across the image of a woman wearing the distinctive red swimsuit of the

type usually worn by Pamela Anderson and the supporting cast on the US

TV show. A line at the bottom of the ad is careful to avoid overt

reference to the drama and says: ‘Move over Babewatch. There’s a new

lifesaver on the beach.’



‘Nimble Diet Watch has a straightforward proposition to show it is the

lowest calorie loaf on the market,’ Barry Wrightson, creative partner of

Wrightson Dale, said. ‘We wanted to get that story across but without

being too serious. ‘Diet Watch’ and ‘babewatch’ have an obvious

resonance and we think that the theme will work particularly well in

January, when everyone starts to think about the beach again.’



The ad will run in slimming titles, such as Slimming and Weight Watchers

Magazine, throughout the year. It is the first time that Nimble has

advertised in the specialist slimming press. At 25 calories a slice,

Nimble Diet Watch is aimed at hardcore dieters.



The dietary bread sector is worth pounds 26 million at retail prices and

is growing at 3 per cent a year, compared with the 1.3 per cent

improvement in the overall bread market.



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