Weight Watchers

Ask

Launch WW frozen food to men. 

Context

WW targeted only women before. Trusted name in weight loss.

Client aims to expand the brand’s access point to include men.
 

Target

Highly productive men earning over $100,000 per year. They are performance focused, time starved, and aiming to manage weight. Food is seen in functional terms rather than being about emotion and connection. 

Strategy

Packaging redesign: look to military MRE ration packaging for functional food inspiration.
Naming: Drop “smart ones” as it may feel patronizing. Ideate & test new names.

Pricing: Test premium pricing to appeal to the perception of higher quality/ freshness.
Consider deploying “wellness that works” tagline. Onboard customers into WW programming.

Reasons to Believe

WW Frozen meals are quick and nutritious fuel.

Eating right also helps mental focus.

Portion sizes control calorie intake.
Flash freezing locks in nutrients. 

Pivotal Proposition

Tools to Fuel your purpose

Insight 

If you’re not fuelling yourself, you can’t lead others.

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CTA

Fuel yourself so you can take care of those you lead.

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Creative Thought Starter References: Recipeace. (One Show Silver Winner 2014, Leo Burnett Chicago). David Goggins twitter videos. (former US Navy Seal, current ultra marathon runner.) 

Credits. Strategy: Melissa Nemec, Ben Weeks 

Miami Ad School Toronto Faculty: Mat Meir, Group Director, Strategy & Connections, Grip Limited. Chelsea Thompson O’Brien, Senior Strategist, Mirum