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Cambridge Weight Plan appoints team of agencies

Published on Monday, 29th April 2019, contributed by True Digital

The 1:1 Diet by Cambridge Weight Plan has appointed a team of planning, creative, media, PR, digital and social agencies to develop and launch its new brand. 

The company provides an individually-tailored weight loss plan, which comes with the added support of a consultant.

The new brand, The 1:1 Diet by Cambridge Weight Plan, is based on three Ps: people (an individual diet consultant), plan (a tailored programme for everyone) and the product (a nutritionally balanced diet combining replacement meals with everyday food).

Academic studies* show that one-to-one support combined with meal-replacement programmes are an effective and cost-efficient way to lose weight long term.

The new brand, along with other strategic developments, will help transform the 35-year-old business into a household name and leader in the weight-loss market.

It will be launched with a significant investment campaign in May.  It will span national TV, radio, press and digital channels.  It will be underpinned with experiential, social and traditional PR and digital activity.

The appointments follow an extensive 18-month brand review, which has seen Cambridge Weight Plan become The 1:1 Diet by Cambridge Weight Plan to better reflect its unique position in the weight loss industry.

The appointed agencies are Think Shape Do, which has led on brand strategy throughout the review. Driven is the lead creative agency. Republic of Media lead on media buying, Lucre on PR and social strategy, True Digital on digital. They will work with OST, who were in place already, on social media.  

Christine James, Marketing and Communications Director at Cambridge Weight Plan, said the appointments marked a new phase of growth for the Corby-based company.

She said: “We are entering into a really exciting period of growth for the business.  At the same time, we are looking forward to helping thousands more dieters lose weight and maintain it. And, of course, with more dieters, we will need more consultants to provide the personal support for success. Having talented and capable agency partners supporting our amazing in-house team on this journey will be key. The agencies we selected all demonstrated that they understood our business, our market and what we are trying to do. The work they will do will really break through and help us create the step change we are aiming for.”

She added: “We chose Think Shape Do because they share our view that the brand is a business tool that can help shape how firms operate. It goes further than marketing alone. Driven demonstrated that ‘they got it’ and ‘they got us’ and, from this, were able to present us with work that will really break through and create change. Republic of Media showed real conviction that it is time to change the way the diet category is perceived and how it should communicate with consumers. Lucre’s passion and creativity was abundantly clear and will undoubtedly help us create the change we are aiming for. We were enormously impressed with True’s strategic thinking and creativity. They showed a real empathy and understanding of our users’ needs.

This is the first time the brand has invested significantly above the line with a consumer-led strategy. It is also the launch phase of a multi-year plan as the business aims to grow brand awareness and market share.

Rishna Patel, account director at True, said: “Between the consultants and the dieters, there are a complex set of user needs to address. So this is a hugely exciting project to get involved with as that plays to our strengths.”

The 1:1 Diet by Cambridge Weight Plan is part of the Direct Selling Association UK, one of the most rapidly growing sectors of the economy. The company not only transforms people’s lives through weight loss, but also provides a life-changing business opportunity with minimum set up costs, which enables consultants to have flexible working hours with uncapped earning potential.

Cambridge Weight Plan was launched in the UK in 1984. Since then, it has supported more than 30 million people across the globe who’ve sought out a nutritionally-balanced and effective way to lose weight, becoming one of the most respected brands in the industry.