Boots' backing for the programme, which originated in Australia, follows close on the heels of . Both are set to compete with market leader Weight Watchers.
A TV and online campaign, created by Mother, rolled out last night (21 April). The TV ad has echoes of the 'Here Come The Girls' ad spots by Boots, featuring office-based characters and the same music at the end.
The light-hearted activity is based on the insight that when women successfully lose weight, it's other women who notice the differences. The ad is set in an office and shows women gossiping about the difference in one of their colleagues who has lost weight.
Greg Whaite, marketing director at Tony Ferguson said: "Our Weightloss Programme has positively affected the lives of over 600,000 Australians, and we are now looking forward to working with Mother in helping the UK public achieve their own weight loss ambitions.
"Our programme offers individual support and guidance to encourage new eating behaviours and attitudes towards food. This unique approach to weight loss creates lasting results and improves confidence and self esteem."
The Tony Ferguson diet programme consists of low-calorie, low-GI meals and snacks and 24/7 support from a trained weightloss adviser.
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