Weight Watchers from Heinz understands dieters want to 'Lose weight. Not taste'

Weight Watchers from Heinz (WWfH) is launching a new TV advertising campaign, as part of its overall investment of £5million to drive the brand and the frozen category forward. Hitting the nation's screens from 15th January, the five week campaign will span the key diet season.

The advert will encourage consumers to re-appraise the WWfH range by profiling its great tasting products, demonstrating that the brand understands what dieters' want: deliciously indulgent food that helps them lose weight. The diet season, which covers the first two months of the year, is a crucial time for diet brands and retailers should focus on developing optimum implementation in-store to benefit from the significant above the line support at this time.

Products from the WWfH range of indulgent desserts and frozen ready meals will be featured to drive further penetration among consumers wanting to shed those festive pounds. Both ranges are currently outperforming their separate categories, growing at a rate of 35% and 13% YOY respectively [IRI, 12 week ending 4 Nov 06].

It is the first time in three years that the brand has been on TV, and the campaign will be supported by strong in-store promotional activity.

"WWfH is a trusted diet brand with extremely high loyalty levels, and is in a prime position from which to drive sales across the frozen category," explained Amanda Walker, Marketing Director of Heinz Frozen and Chilled UK. "This exciting new advertising campaign emphasizes that dieters do not need to forgo delicious tasting products with the strap line: 'Lose weight. Not taste."

The TV advert was created by VCCP. It begins by asking 'How can food that tastes this delicious help you to lose weight?' before showing a range of appetizing close up shots of WWfH products. It highlights that the brand supports consumers by offering them delicious calorie controlled food that they could not normally eat on a diet.

The Weight Watchers from Heinz frozen brands are worth over £103million and the brand has experienced growth of 11% in the last six months [IRI Nov 06].

Amanda Walker concluded, "There is a huge consumer demand for food that brings a little excitement to the dieting experience. WWfH will continue to work closely with our customers to develop strong new recipes, flavours and products."

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For further information contact:
Hannah FitzGerald at VCCP on 020 7592 9331