Aussie weight-loss organisation has debuted a new brand campaign ‘Smart Made Simple’. Introduced as part of a larger global transformation of the business, the campaign sets out to help change people’s relationship with food for good via personalised solutions across exercise, food and support.

‘Smart Made Simple’ is built on the truth that fad diets and gimmicks simply don’t have long lasting effects on weight loss. With so much conflicting information about what is the SMART way to eat and exercise, the new approach aims to take the confusion out of healthy eating by offering a scientifically proven, yet SIMPLE way to approach modern day weight management.

The integrated campaign spans multiple channels above and below the line including: TV, direct mail, PR and a strong digital focus with a newly designed website. The streamlined website includes a simplified homepage for desktop, tablet and mobile that allows people to focus on what they need to know about the Weight Watchers offering across exercise, food and support.

Michael Burgess, Weight Watchers General Manager, Marketing said: “Weight Watchers are pioneers and leaders in the weight management sector, with over 50 years of experience and the most clinically tested and proven solution in market. We have further built on this experience with exciting new innovations that strengthen our exercise credentials and offer new innovative ways to received support wherever you need it.”

“Our success has been due to the underlying scientifically based smarts of the program that have been delivered in a simple, easy to live way. The new campaign aims to highlight these smarts, which are our differentiator in the market, together with the simple way in which we deliver them to our members. Smart Made Simple aims to improve people’s relationship with food for good by offering our members an even more personalised and simpler program that is easy to understand and apply.”

Agency credits:

Client: Weight Watchers

Creative: BMF

Communications Strategy: Naked

Digital: Reactive

Social Media and PR: One Green Bean

Media: OMD