WeightWatchers is embarking on the first TV ad campaign for its food range in six years.

Designed to extend the appeal of the brand beyond dieters, the £1.25m campaign features two ads that will air for six weeks from this weekend and showcase two products - a piri piri ready meal and a ‘Greek-style’ fromage frais.

“The ads are designed to show consumers that you don’t have to be on a weight-loss journey to enjoy WeightWatchers foods,” said UK commercial director Chris Stirk.

Sales of Weight Watchers food and drink products, which were given new-look blue packaging a year ago, have risen 2.4% year-on-year to £335m [Kantar 52w/e 17 February 2013].

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