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November 7, 2008

Slimming food giant tours supermarkets to back up advertising

Weight Watchers Foods is supporting its new Eat Gorgeous, Feel Gorgeous ad campaign with an eight-week sampling roadshow in the lead up to Christmas.

The touring brand experience will give consumers the chance to taste a selection of nine chilled meals, breads and cakes from three Weight Watchers licensees: Greencore, Warburtons and Finsbury Cakes.

A bespoke mobile unit, complete with Eat Gorgeous, Feel Gorgeous branding and a demonstration chef, will be placed in prominent positions outside Sainsbury’s, Asda, Tesco and Morrison’s supermarkets. As consumers sample the products, trained brand ambassadors will explain the functional benefits of Weight Watchers foods.

Silm chance: The Eat Gorgeous, Feel Gorgeous roadshow hits supermarkets in the run up to Christmas

Triallists will receive an information booklet with money-off vouchers, and shoppers buying two or more Weight Watchers products on the day will receive a free branded kitchen timer.

To extend the experience and increase sales, a secondary sampling station with branded chiller cabinet will be strategically positioned at stores. Branded ‘wobblers’ and tent cards will also be used to increase product visibility.

The brand tour is being organised by i2i Marketing, following the success of a similar Weight Watchers roadshow earlier in the year, which boosted sales of products in-store by an average of 266% over 48 days of campaign.

“We’re delighted to be working with Weight Watchers Foods again,” said i2i managing directo Bruce Burnett. “I have no doubt that this experience-led approach will once again prove hugely successful in introducing consumers to a range of great-tasting products with real functional benefits.”

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