Weight Watchers has launched a push with broadcast, print, digital, social media, and public relations elements, and stars Oprah Winfrey.
Weight Watchers has unveiled Live Fully, a campaign focused on helping people do life on their own terms while surrounded by good foods, people, energy, health, and experiences. The push entails two spots featuring Oprah Winfrey’s experience with the Beyond the Scale programme.
The effort captures how Winfrey and other members are living well while losing weight, and promotes the belief that food should be celebrated and enjoyed with others. Since enrollment, the television personality has shed more than 40 pounds pursing rewarding diets and choice activities.
“We’re pleased with the success of Beyond the Scale. Live Fully is an idea that will extend beyond this campaign because we know how it resonates with those looking for a new, more joyful approach to a healthier lifestyle,” said Stacey Mowbray, President of Americas at Weight Watchers.
The first advert, Poem, explores Winfrey’s new approach to eating as well as touches on not having to choose between weight loss and living well. The second, Success, highlights all the foods she loves and is able to enjoy while on the programme. Both ads begin airing on 26 December.
Meanwhile, launching on 31 December, Member Stories, is a series made up of creative spots starring Winfrey and other members, who each share their personal journey through weight loss.
