Weight Watchers from Heinz (WWfH) is launching a new TV advertising campaign to support the product launch of their new Home Comforts range. Hitting the nation’s screens from 11th January, the eight week campaign will span the key diet season.
The advert will encourage consumers to re-appraise the WWfH range by profiling its new ‘Home Comforts range’. ‘Home Comforts’ is great tasting comfort food including traditional British recipes like beef and red wine casserole and chicken casserole and dumplings. They have reassuringly familiar tastes of the good old days of full fat food, those winter warmers that are the taste of home.
The new campaign demonstrates that the brand understands what dieters’ want: delicious comforting 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. Products from the WWfH Home Comforts range will be featured to drive further penetration among consumers wanting to shed those festive pounds.
The TV advert was created by London based agency VCCP. It opens by on a crackling open fire, before showing an appetizing close up shot of WWfH product. The creative idea presents this comforting meal alongside the ultimate comfort at this time of the year, a crackling open fire. It highlights that the brand supports consumers by offering them delicious calorie controlled food that they could not normally eat on a diet.
VCCP Quote
Client Quote: Sally Marshall, Brand manager of Heinz Frozen and Chilled UK.
Background
The WWfH brand operates in 2 frozen food categories, Frozen Ready Meals (FRM’s) at £56m sales value and Desserts at £17m sales value. WWfH also operates in ambient food categories for Baked Beans, canned Pasta and Soup.
FRM’s are worth £482m (*ACNielsen 5th Sept 52 w/e) and are in 1% growth. Healthy FRM’s are worth £88m*. WWfH has a record market share of 65.2%* of healthy FRM’s and 10.3%* of total FRM’s. WWfH FRM’s are in 11%* value sales growth YOY. WWfH & Weight Watchers International (WWI = diet classes) is the 14th biggest grocery brand in the UK and the No 1 FRM & No 1 Frozen Dessert on the market.
Creds
Project name:New Home Comforts
Client: Weight Watchers from Heinz
Brief:
Creative agency: VCCP
Agency Producer: Vanessa Butcher
Copywriter: Rose Lang
Art director: Anthea Goodrick
Planner: Richard Reynolds
Media Agency: Vizeum
Media planner:
Media Spend:
Production Company: Steam
Director: Charlie Stebbings
Post-production: Audio post-production:
Exposure:
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For further information please contact Sarah Adamson, Marketing Manager at VCCP on 020 7592 7478, saraha@vccp.com or visit www.vccp.com
Notes:
VCCP is an integrated communications agency with a well-earned reputation as one of the most innovative agency forces working in the UK. VCCP believes you don’t need to outspend your competition, just outshine them and has a proven way of working to make brands shine brighter. The agency has built a reputation for work that works and has more effectiveness awards than any other agency its age.
Clients include O2, comparethemarket.com the Home Office, Food Standards Agency, Microsoft, Jordans, Hiscox, Texaco and Standard Life.
Recent activities include:
• Winning Marketing Magazine’s Creative Agency of 2009
• Being shortlisted by Campaign for Advertising Agency of the year and Digital Agency of the year – the first agency ever to make both lists
• Comparethemeerkat.com winning ‘Campaign of the Year’ in Campaign, Marketing and comparethemarket.com being awarded ‘Brand of the Year’ by the Marketing Society.
• Creating social communications agency, ICON, to combine the best of advertising, digital and PR
• Launching VCCP Health to bring the VCCP approach to creativity and brand strategy to the world of pharmaceuticals
• Expanding our international offering: the Berlin office continues to grow and we’re opening our Czech office shortly
• Helping O2 reach their highest ever levels of consideration - working on brand extensions such as O2 money and O2 family as well as continuing to evolve the phenomenally successful Priority scheme for O2 customers
• Creating the Government’s high profile Alcohol Harm Reduction and Sexual Health campaigns
