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SlimFast readies UK rebrand after hiring HeyHuman

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By Seb Joseph, News editor

August 12, 2015 | 3 min read

SlimFast is localising its global rebrand, hiring creative agency HeyHuman to mastermind the shift in the UK where it hopes to capitalise on the agency’s behavioural science-led approach to marketing.

A nationwide campaign to introduce the makeover will arrive later in the year alongside a revamped product range for the brand. It forms the first wave of marketing from SlimFast since Unilever sold it to private equity business Kainos Capital last summer.

SlimFast’s new owners have made no secret of their desire to reposition the brand in a diet market in recession. More people are opting for balanced diets and a healthier lifestyle, which in turn has meant traditional weight loss products are no longer aspirational. It’s a challenge that pushed Weight Watchers to recalibrate itself last year and SlimFast will want the incoming investments across the category to stimulate a revival.

Lindsay Reisser-Weston, managing director for SlimFast, said: “HeyHuman’s behavioural approach was particularly impressive, especially how they translated this into an impactful winning creative idea which we are really excited about getting out there. We’ve got ambitious growth plans for the brand and we’re confident we’ve found the right agency partner to match this ambition.”

HeyHuman joins New York-based independent agency Barker on the account. Both will work on SlimFast’s $50m global relaunch, which stresses how much the brand has changed from the days when it was something consumed by mums in order to win over a whole new generation of drinkers. Kainos Capital will need to be careful to avoid Unilever’s failed attempts to revitalise the brand, which saw it try several things including new marketing straplines, increased NPD and a social media push.

For HeyHuman, the account win builds on the Danone digital and social media business it scooped up last week. The wins signal renewed momentum at the agency following the introduction of a partnership model earlier this year.

Helen Weisinger, managing partner for HeyHuman, said: “We’re very proud to be adding SlimFast to our growing client base and are very excited to be working with a fantastic client team. The weight loss market has changed significantly over recent years, being more competitive than ever, and we were able to use our recent brand relationship research to help determine the opportunity for SlimFast and how to turn that into a meaningful dialogue.”

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