Our new multi channel campaign is now live.

The campaign was created to challenge preconceptions about one of the UK’s best-known weight-loss brands by presenting what Slimming World really offers in a fresh, contemporary way.

The insight was simple. People think they know Slimming World. But what they think they know isn’t necessarily the reality, and that can become a barrier to consideration.

The communication idea was equally simple. We didn’t need to change what Slimming World offered. We just needed to change the way we talked about it. Using language people wouldn’t necessarily associate with the brand to reveal just how relevant its genuine strengths are today.

And that element of surprise became the creative idea. Two friends. Contemporary weight-loss language. One surprising revelation. And a reaction of disbelief that mirrors the very preconceptions we’re looking to challenge.

“Slimming World?” “Yes, really!”

Featuring Aimee, a Slimming World member who lost seven stone in two years, the campaign is designed to turn that disbelief into reconsideration.

A simple insight. A simple idea. A fresh reason to think again.