Weight Watchers foods hit the road

Weight Watchers food range, the UK's 14th largest grocery brand, is launching an eight-week roadshow through brand experience agency i2i Marketing.

The roadshow is intended to increase awareness and sales of Weight Watchers' healthy range of hot and cold foods.

The Weight Watchers roadshow showcases products from three major licensees - Greencore, Warburtons and Yoplait, who hold the license to manufacture Weight Watchers Chilled Meals, Bread, and Yogurt and Dairy Dessert ranges respectively.

It is the first time these licensees have come together to run a coordinated promotion of this nature.

A bespoke sampling stand complete with menu board and meal ideas, will visit a host of retailer stores from 22 January.

Trained Brand Ambassadors will be on hand to encourage trial of a selection of Weight Watchers hot and cold foods.

To create a theatrical feel, and to extend the reach of the campaign, a demonstration chef will talk through the preparation of the samples using a head mic.

To drive immediate sales, consumers will be given an information leaflet containing money-off coupons.

In addition, anyone who buys three Weight Watchers products on the day can return to the stand to collect a free Weight Watchers Kitchen Timer.

Jennie Dettmer, Marketing Manager at Weight Watchers, commented: "Many consumers know that Weight Watchers is the expert in weight management and understand that our food range is all about keeping fat and calories to a minimum.

"What they aren't always aware of, though, is how good the range tastes and this is where the roadshow comes in; we're really proud of our range and want as many people as possible to discover for themselves just how great it all tastes".

Bruce Burnett, managing director of i2i Marketing, commented: "The roadshow is purposefully timed to tap into the nation's New Year healthy eating resolutions and introduce thousands of consumers to the taste and functional benefits of Weight Watchers foods".

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