The meals will complement Slimfast's portfolio of bars, cereals, soups and snacks. Joshua has been briefed to create direct marketing activity for the launch, which will support a TV ad campaign by Grey London.
DM activity will commence in the new year and will use the Jigsaw consortium's database. In total, 300,000 consumers will be targeted, as well as existing Slimfast customers.
While many consumers eat the brand's products for breakfast and lunch, the range had not included a low-calorie option suitable for dieters' evening meals, as rival Heinz's Weight Watchers does.
Joshua will create a mailing to emphasise that the addition of ready meals means Slimfast is now a complete diet regime. Seven cards will each feature one product variant and slimming tips. The crux of the creative work will position the meals as a way of avoiding temptation.
The launch is important for Unilever. The explosion of the Atkins Diet has hit the diet-food sector hard, with sales of Slimfast falling 23.5% in the third quarter.
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