Saatchi & Saatchi has created its first campaign for Weight Watchers UK since winning the account in August 2011.
The £28 million integrated campaign, which is Weight Watchers’ biggest ever, launched with a three-minute TV ad on 1 January.
The brand signed Alesha Dixon to create a pop song inspired by the weight-loss success of WeightWatchers members, some of whom star in the ad. It also features Dixon performing the song, entitled Do It Our Way (Play), which runs for the duration of the three-minute spot.
The campaign launches a "play" brand proposition for WeightWatchers, with the strapline: "Weight Watchers, the game you play to lose weight."