Weight Watchers launches new brand campaign with Mahalia Barnes as new ambassador via BMF

Weight-loss organisation Weight Watchers today debuts a new brand campaign – Weight Watchers Everyday Strong – and to launch activity, has announced its first local weight-loss ambassador in more than 10 years, Mahalia Barnes via BMF.

The Everyday Strong campaign takes a bold and honest approach to the weight-loss journey, with a new logo, website, creative and manifesto reflecting and inspired by the real, human side to embarking on a healthier life.

Click here to visit the campaign website.

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Barnes, the singer/songwriter and daughter of Jimmy Barnes who captivated audiences of Channel Nine’s The Voice, has been following the Weight Watchers 360˚ program and is the face of the new marketing campaign for 2013.

The news of Barnes as ambassador is revealed via a front-page, exclusive editorial feature in Woman’s Day. Barnes as the face of Weight Watchers Everyday Strong also debuts with 30 and 15″ TVCs airing on Channels Seven and Nine, peak and off-peak programming.

Barnes has produced and recorded a song as part of the advertising campaign – Counting On You 2013. The single can be found on the TVC via Shazam and is available to download via iTunes.

Says Michael Burgess, Weight Watchers general manager, marketing: “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.

Creative Director: Shane Bradnick

PR/Ambassador Management: Sally Burleigh Public Relations