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.
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.”