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

Portfolio Night: Searching for feedback and job offers

150 young creatives share their books with Toronto's top creative directors

Top five interview deal breakers (Survey)

What not to do during your next interview

Campaign for weight-loss firm gives the skinny on diet fads

Dr. Bernstein effort from Giants & Gentlemen includes TV, online and OOH

Which PR leaders made the Profit/Chatelaine W100?

Four PR pros made the annual ranking of the country's top women entrepreneurs

Ariad Communications adds three to its team

Manna Navai, Mike Ross and Kelly Dhillon join the Toronto agency

Hill+Knowlton promotes nine

Public relations firm bolsters teams in Toronto and Ottawa

Cameron Summers joins Weber Shandwick Canada

PR pro named national practice leader corporate and public affairs

Edelman appoints lead of insights and analytics practice

Catherine Yuile joins the PR firm's Toronto office as SVP, insights and analytics

Weber Shandwick handed digital duties for McCormick Canada

Mandate includes content creation, web development, video production and social