Research by Propaganda for global weight management programme The Cambridge Diet has lead to the development of six figure integrated marketing campaign.
The research was conducted amongst consumers to determine the brand’s position within a saturated marketplace. This confirmed that one-to-one guidance throughout the programme appealed to the majority of people, and that real life case studies were key motivators. It also revealed that the word ‘diet’ held negative connotations for the consumer.
With this in mind, and the brand’s objective to deliver slimmers a strong chance of maintaining their weight goals, the programme was re-named ‘Cambridge Weight Plan’, which allowed Propaganda to define the brand strategy.
The Leeds agency has created a new visual identity, which has been applied to the brand’s entire range of packaging and marketing collateral, to portray a more modern look.
The campaign’s launch across national press, ambient and online advertising commenced this week.
Managing director of Cambridge Weight Plan Eileen Skinner said of the work: “Working with Propaganda has allowed us to gain a real understanding of what consumers want from a weight plan and we can now tailor our messaging to appeal to a wider audience within a heavily competitive market. The creative concepts are fantastic and we are looking forward to seeing the campaign go live.”
And Propaganda’s planning director, Julian Horberry, added: “This has been a really interesting brief as we are dealing with such a long-standing and life changing brand with a strong key message within a crowded market.”