Weight Watchers Australasia has launched its first campaign in over a decade to feature a weight‚Äêloss ambassador with The Voice contestant Mahalia Barnes at the forefront of it.
The mother of 3‚Äêyear‚Äêold, Ruby, and daughter of Aussie rock legend, Jimmy Barnes, will appear in a series of TV and print ads in Australia and New Zealand, in new work from BMF for the Everyday Strong campaign.
She said: “I hadn’t weighed myself for a long time and I was pretty shocked when I did. I knew I’d gained some weight after I had my daughter Ruby, but she’s three now, and the baby‚Äêweight excuse was getting a bit tired.
“I decided I wanted to lose weight to feel better and to have more energy for my daughter. I also want to set a good example for her. Weight Watchers is perfect for me because I am still eating the foods I love and most importantly I can cook and prepare my own meals – and as I love to cook this was the key for me.”
She has also written a new song called Counting On You which is featured in the campaign.
Michael Burgess, Weight Watchers general manager, marketing said: “Ultimately the message is that this is not just a weight-loss plan, it’s about empowering and inspiring people to adopt an approach that works with their lifestyle, no matter what the daily challenges might be.
"Everyday Strength is what you get from Weight Watchers via tools, tips, scientific knowledge and experience. Everyday Strong is what Weight Watchers helps you become.
"We want our audience to look at Weight Watchers differently to the category and the new brand campaign is integral to this shift in perception. In Mahalia we have an inspiring, real ambassador to take this message to Australians embarking on a healthier life in 2013.”
The campaign encompasses TV, radio, print, direct mail, digital and PR.
Credits: Creative director: Shane Bradnick; Writer: Lucy Kough; Art director: Rita Kanaan; Agency producer: Emma Friend; Director: Hannah Hilliard; Producer: Helen Morahan; Music/Composer: Mahalia Barnes ‘Counting on You’