WW (Weight Watchers)

The good stuff, frozen.

The Business Problem: A weak Q4 forced WW to move away from their traditional ways and focus on growing their business by targeting an unfamiliar audience.

The Ask: Persuade successful busy men, aged 30-50 to try WW’s new range of Frozen Meals – Smart Ones.

Target Audience: Males who are trying to juggle living healthily and busy schedules.

Insight: These men perceive frozen meals as processed and unhealthy, although Flash Frozen is healthier, convenient and more affordable.

The Strategy: Re-position Smart Ones as a convenient part of men’s modern wellness routine.

The Final Product: Smart Kits – The original healthy meal kit.