Weight Watchers is launching an advertising campaign for its low-fat Cherry Bakewells cakes – its first ever food TV ads.
The campaign is based around a cartoon character called Polly. Sarah Morgan, marketing director at Anthony Alan Foods, the company that makes the cakes under license, says: “The advertisements are sure to make a big impact. The ‘Top up your gorgeous’ strapline really appeals to women who make up the majority of our consumers.”
The campaign will also include posters and press ads, as well as an in-store campaign at Asda, Iceland, Morrisons, Sainsbury’s and Somerfield.
Morgan adds: “The advertising emphasises the combination of indulgence and healthy option. Polly and her friends are gorgeous, energetic and know what they want, and they don’t want to share it!”