Oprah Winfrey to front Weight Watchers’ new campaign outlining holistic approach to healthy lifestyle
Weight Watchers is set to launch a new 10 week campaign on Boxing Day (26 December) to showcase its latest holistic approach to food, fitness and wellbeing, which will include advice from ambassador, Oprah Winfrey.
The new campaign will showcase Weight Watchers’ ‘breakthrough’ holistic approach to helping people lose weight and lead a healthier lifestyle, as well as revealing changes to their programme, including an all-new SmartPoints and Fitpoints system. As part of the campaign the brand is launching an app which will assess each member’s wellbeing before they start their journey as well as providing them with regular updates.
Oprah Winfrey, a spokesperson for Weight Watchers, will share her healthy lifestyle journey as part of the campaign. The aim of using such a high-profile celebrity is to “empower others” to join her in “embracing a healthy lifestyle”. The Oprah ads will air on Sunday 26 December.
The campaign will also introduce the brand’s 2016 initiative ‘#womankind’, aimed at encouraging women across the UK to be kinder to themselves. Research by Weight Watchers claims that 82 per cent of British women would ‘like to build a better relationship with themselves’, and this is the foundation of the #womankind campaign. To better understand the qualities women look for in relationships, the brand documented a range of female relationships across the UK including couples, best friends and sisters. The conclusions reached will form the #womankind ad campaign.
Chris Stirk, VP, Marketing, Commercial and Healthcare at Weight Watchers UK, cites “building a better relationship between body and mind” a key player in adopting a healthy lifestyle, and hopes to achieve this through the #womankind campaign; “We really hope to inspire women of the UK to be kinder to themselves as a step in making a positive change.”