As one of the first-to-market and best-known weight-loss programmes, Weight Watchers suffered from misperception in the face of new, digital-first competitors. Consumers believed WW to be restrictive and old-fashioned, even though it had always moved with the times, and was already home to an innovative, award-winning app.

This was a product with renewed purpose: to help you enjoy being healthy, without restricting your life. However, our job was to communicate this to a broader audience, and inspire them to give Weight Watchers another look in the crucial post-Christmas period.

Our strategy shifted the focus from restriction to empowerment; from diet culture to body positivity. With our creative platform, Love Your Body, we used real members living real lives to show that WW is more than the weight you lose, it’s about everything you gain too.