TV ads for the brand, created by creative agency Clemmow Hornby Inge, will appear on ITV, C4, Five and satellite channels, which showcase key elements of the range via an energetic animated character called Polly. The lighthearted ad, with the strapline "Top up your gorgeousness" will show how foods in the range are integral to the character's day and help keep her "gorgeous".
To support the TV campaign, the brand is also rolling out humorous ads in women's magazines. The campaign will also be translated into prominent outdoor 6-sheet advertising in close proximity to the major retailers.
On-pack promotional campaign on all Weight Watchers sandwiches and wraps will also be running until February 28. Customers have the opportunity to collect two stickers from packs to claim a free beauty treatment, weekend gym pass and free registration to Weight Watchers meetings.
Excluding Weight Watchers from Heinz branded foods, the Weight Watchers brand is worth £148m with a 12.1% increase year-on-year.
Weight Watchers slimming club has 1m members attending UK meetings at any one time. Data shows that 51% of households have bought a Weight Watchers product in the last 12 months.
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