Propaganda re-brands global diet

Strategic and creative agency Propaganda has developed a six figure integrated marketing campaign following a process of Discovery research for global weight management programme The Cambridge Diet, to help the internationally-renowned brand increase turnover and unlock growth.

The Cambridge Diet was founded by Dr Alan Howard and is available in more than 20 countries around the world. The Diet is a weight management programme that takes a nutritionally balanced, safe and maintainable approach to weight loss and is based on one-to-one support through a network of Counsellors.

A Discovery programme of research was conducted amongst consumers and representatives to determine the brand’s position within the saturated marketplace and to gain an understanding into the perceptions of the brand amongst key stakeholders. The Discovery research confirmed that the one-to-one guidance throughout the programme appealed to the majority of people and that real life case studies were key motivators for those considering the Cambridge Diet. From this, Propaganda was able to define the brand strategy.

The findings also revealed that the word ‘diet’ held negative connotations for the consumer. With this in mind and the brand’s key objective being to deliver a healthy balanced diet that offers slimmers a strong chance of maintaining their weight goals the programme was re-named ‘Cambridge Weight Plan’.

Propaganda has produced a new corporate visual identity that has been applied to the entire range of packaging and marketing collateral to reveal a more contemporary look and feel.

The new campaign and approach was revealed to an internal launch to the Cambridge Weight Plan’s network of newly re-named Consultants at its annual national two day convention in November 2009.

Following this, the external launch combining national press, ambient and online advertising commenced this week.

Cambridge Weight Plan managing director Eileen Skinner, said: “Working with Propaganda has allowed us to gain a real understanding of what consumers want from a weight plan and we can now tailor our messaging to appeal to a wider audience within a heavily competitive market. The creative concepts are fantastic and we are looking forward to seeing the campaign go live.”

Propaganda planning director, Julian Horberry added: “This has been a really interesting brief as we are dealing with such a long-standing and life changing brand with a strong key message within a crowded market. Based on consumer insight, the new strategy will drive first time and repeat slimmers that are yet to find a weight management programme that really works and we are confident that this new approach will generate further awareness and continued growth for the Cambridge Weight Plan.”