'Approved by Life'
Silver ADMA + Bronze ADMA. 

Diets are predicated on a perfect world, on a day-to-day life that runs to plan, smoothly. But this isn’t always the case; you have to factor for the random things that happen. 

Weight Watchers do – you can eat your own food, enjoy a night out with friends and plan a birthday with all the trimmings – all things you wouldn’t expect to enjoy while on a weight-loss plan.

The idea is designed to turn the category on its head – using a fresh, contemporary, younger tone of voice and dispelling some old myths about the brand.

The campaign resulted in a 20% increase in unaided awareness and a 12% increase in brand favourability for the brand.