FCB Montreal to launch Weight Watchers campaign

The weight-loss brand is moving away from American spokespeople with original Canadian creative

After winning the 2013 contract to re-launch Weight Watchers in Quebec, FCB Montreal has been chosen to create mass advertising for all of Canada.

“Their keen understanding of the opportunities we have, notable expertise in customer experience and our chemistry with the team make FCB the perfect partner to help further grow the Weight Watchers brand in Canada,” said Patrick Cadieux, director of marketing at Weight Watchers.

The campaign will launch Sept. 2 and will include a 30-second TV spot, radio, print, online and tailored website content.

In Canada the weight-loss brand has typically run adapted work from the U.S. featuring American spokespersons such as Jennifer Hudson, said Michael Watier, vice-president of client services for FCB Montreal. FCB is in charge of creating an original campaign for Canada, much as it did for Quebec in 2013. The agency gathered data about the Quebec audience that revealed key insights about a market that puts enjoyment of food high on its list of values.“We saw the market take off in terms of response and awareness,” he said. “Quebeckers have this very different attitude to food than anyone else in the world.”

FCB now has key research on the Canadian market it hopes will resonate nationwide. For instance, Canadians don’t want diets to get in the way of connecting with friends and family.

“We did a lot of research on how Canadians view food and what’s important to them, what restrictions they don’t like when it comes to these kinds of programs,” he said. “A lot of it is about sociability. People live together more and more these days and we don’t want to feel restricted in not taking invitations to dinner, not going out with friends just because you can’t eat the food. We understand that you can’t just live in a vacuum for three months. It’s about making sure we fit into your life.”

Watier couldn’t give details around the creative, but said it would be “something very different for Weight Watchers.”

He did say, however, that the campaign would target Canadians of all ages, including a younger demographic. “There are a lot of younger people out there who are struggling with their weight,” said Watier. “We want to make them understand this isn’t your mother’s Weight Watchers.”

Advertising Articles

On The Move: Additions at Ketchum and Zulu Alpha Kilo

A weekly update of who's headed where in Canadian marketing and communications

Fuse livens things up for clients with new division

Toronto agency blends social and experiential under new brand

MEC goes for good times in new campaign

Creative focuses on fun, outdoor experiences with friends and family

Toronto culinary experience brings new credit card to life

Pomp & Circumstance promote CIBC/Air Canada card to media and influencers

The Body Shop pops up in Yorkville

Retailer testing new storytelling installations at pop-up store

CFL partners with EA on in-game content

Partnership places current and legendary CFL players inside Madden NFL Mobile

Media Innovation Awards 2016 shortlist — Part 1

Nominees in Best Use of Content, Best Use of Digital Channels and Niche Marketing

Kia Cubed

New experiential initiative aims to shift consumer perceptions of Korean automaker

Enbridge wants customers to pass the smell test

Utility company goes scratch-and-sniff route to help customers identify gas leaks