The campaign, the first for the brand by Euro RSCG London since it was handed the business in September, will feature the family and friends of an unnamed, but genuine, Weight Watchers member, describing how her weight loss has boosted her self-esteem and demeanour.
The teaser activity, which will run between Christmas and the New Year, will be followed by a branded campaign, breaking next month. Ads will run on TV and radio, and in women's magazines and the press.
The mystery dieter will be 'outed' later in the year in an online campaign by DNA.
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