For a long time, Weight Watchers from Heinz had been perceived as a range for those actively dieting. This, when the product range is one that can in fact just work alongside a healthy lifestyle.
Heinz wanted to change this perception and appeal to a wider audience. To do so, they looked to reposition their range into one that fit in with a healthy lifestyle, by offering a convenient option for those who were time poor, but still mindful of what they ate
“Weight Watchers from Heinz can add convenience to a healthy lifestyle.”
Our challenge was to identify the shopper behaviour of this new audience in order to understand how best we could influence their purchase behaviour.
So we got to know the people we were talking to. We went in-depth into their lives, looking at their habits, needs and worries. From our findings, we formulated messaging we knew would resonate with them:
“Living well should be simple. It should be fun.”
We then turned that sentiment into a sharp, shopper-friendly statement – “Eating well made easy.” As for the fun, we let the delicious range of products speak for themselves. With an encouraging message and enticing, tasty visuals, there was no way shoppers could miss it.
Work in progress
This was an exciting journey that went through all stages of shopper marketing, from planning to in-store creative. It was really rewarding work, shaping a positive message into a solution that boosted sales while embracing and encouraging change. Here’s how we did it: