The animated TV ad, created by Spirit and produced by Irresistible Films, breaks on Boxing Day and will run for three weeks.
Salter hopes to capitalise on the post-Christmas mindset of trying to lose weight after over-indulging during festive celebrations, and position the brand as a “supportive partner” for weight loss attempts.
The “New Year, New You” ad plays on the Snow White story and replaces the well-known “mirror, mirror on the wall” catchphrase phrase with “Salter, Salter on the floor, who’s the fairest of them all”.
It depicts a woman shedding pounds as the seasons pass and being congratulated by the voice of the scale for her achievements.
The ad also highlights a price promotion, which offers up to 50% off Salter bathroom scales in January.
James Faulkner, Salter marketing director, says launching the ad campaign after Christmas is the best time of year for the message to get through as it will resonate with the post-Christmas mindset and be humourus at the same time.