The WW Group, Inc., the largest franchisee of Weightwatchers in North America was struggling with lagging membership. Consumers were clearly aware that the key to losing weight was to eat less, eat healthier and exercise more. However, a diet of carrots, celery and cottage cheese was not appealing and membership slowed to a crawl.
We reframed the dialogue between Weightwatchers and its membership, both current and prospective. We changed the game and hit a nerve with consumers with the message you can eat what you love – burgers, pizza, yes even ice cream – just stay within your point level and lose the weight you want. Instead of enforcing restrictions, we embraced their desires and simply stated, “Eat the foods you love. Lose the weight you want.”
TO LOSING WEIGHT
we embraced the
desire to eat
just stay within your point level and
lose the weight you want.
New membership tripled as did revenue from $36 million to $90 million.
We pull out all the stops for our clients. We are their business partners, advocates, and counsel. We become an extension of our client’s marketing and advertising function by vertically integrating our resources. As, such we are highly selective with the types of clients with which we partner.
Paramount to what defines Alan and his agency is their obsession with “beating” the client’s competition by out-thinking, out-working, and out-performing them.
President & CEO, Weightwatchers