Weight Watchers have launched a fresh campaign this January.As some of these slimming down brands know, it really isn’t an easy task to shift weight, especially following the festive period. Weight Watchers’ new campaign is targeted on this utilizing the tagline “Return to feeling good.” Emphasising that shame and guilt are not helpful in terms of shifting weight, the brand hopes to inspire individuals to discover ways to eat the foods they like while keeping the extra weight off.

Inspired by the deluge of gift receivers returning gifts to shops after Christmas,

one associated with the ads features customers ‘returning’ the ‘hate’ area of the love/hate relationship with cookies.Chief Marketing Officer at WeightWatchers, Amanda Tolleson, commented: “This campaign may be the to begin many brand acts where I will be turning up in new and unexpected ways, all while remaining true to the brand heritage.”

She also said it “evokes an easy, yet provocative belief that is in the middle with this brand for six decades and it is a truth worth celebrating: it is possible to eat everything you love, but still slim down. Our hope is the fact that our target consumer feels seen, celebrated and inspired.”