To celebrate the Super Bowl and serve as a resource during this food-focused sports holiday, WeightWatchers launched a multifaceted campaign centered around the idea that “losing” is better when you join the WeightWatchers community and its holistic weight management program.
Utilizing beautiful imagery and emotional storytelling, the campaign — “Winning is good. Losing is better.” — features two members wearing WeightWatchers football jerseys, celebrating how they feel now that they’ve “lost” with WeightWatchers. The campaign highlights Tiesha Robinson from North Carolina, who lost 229 pounds on WeightWatchers, and Carolin Tyler from Maryland, who lost 60 pounds through WeightWatchers Clinic.
Some of the campaign’s creative will include their personal stories, showcasing how their weight-loss journeys have led to life-changing wins. For example, in Carolin’s powerful stories she shares how she struggled with obesity her entire life and notes she came to WeightWatchers Clinic because she needed “more help and more support.” By joining WeightWatchers Clinic and using a GLP-1 medication, she is now able to share advice with others that they “deserve treatment and help in a way that’s not demeaning or stigmatizing.”
The “Winning is good. Losing is better.” campaign will run nationwide with ads across DirecTV, Hulu, digital and social media platforms, paid search, as well as OOH placements in the Super Bowl host city, New Orleans.
