"Shopping and Eating Out Guides"

Our Objectives

To stimulate increased purchase of these publications by Weight Watchers Members. To make the publications seem more accessible and appealing than in previous years.

Our Strategy

We ensured that the information was accurate and up to date by conducting an itemised audit of items sold in high street supermarkets and major restaurant and fast food chains. We changed the format of the Eating Out Guide so that it would fit in Members' handbags.

The cover images and layouts were developed to be both motivational ("… you can eat these sorts of foods …") and sympathetic to each other, thus stimulating the purchase of both. And we improved the layout of each guide so that information could be accessed quickly.

The Results

Year on year sales of the two publications have increase by over 52% to date.