It is understood that Isobel has won the £5m advertising account for WeightWatchers food products. It is thought that the agency won the account from incumbent agency CHI & Partners without a pitch.
The appointment will not affect Euro RSCG, which handles the advertising related to WeightWatchers meetings, or Vallance Carruthers Coleman Priest, which was appointed by Heinz in June to handle Heinz WeightWatchers products.
CHI created a campaign for the food range earlier this year. The ad starred an animated character called Poppy as the face of the range and focused on the brand’s key lines including chilled ready meals, yoghurts, cakes and cookies. The campaign, which included TV and print, used the strapline “Top up your Gorgeousness”.
WeightWatchers began a review of its £10m media planning and buying account in October. The review covers WeightWatchers meetings, licensed food products and WeightWatchers.co.uk. Incumbent Carat is repitching for the business against Mediaedge:cia, which handles WeightWatcher’s European business (MW October 11).
Sales of the WeightWatchers brand, excluding frozen products under the WeightWatchers from Heinz brand, reached £148m during 2006.