Case studies

If you would like to know more about MCG's work then
these case studies have been written to illustrate a broad
range of our work and results for different clients.

Weight Watchers Cross-Category Atrium Event at ASDA

MCG PR Weight Watchers ASDA invitation  WW ASDA Atrium Event  Weight Watchers ASDA event

The Challenge:

The Weight Watchers Food range is the ninth largest grocery brand in the UK and ASDA is the number 1 retailer for the brand. Weight Watchers asked MCG to coordinate an all-day event at ASDA HQ to raise awareness of the full range of Weight Watchers products available in-store and to give the ASDA colleagues an opportunity to taste from the Weight Watchers range.


To raise awareness of the Weight Watchers food brand within ASDA among ASDA colleagues

To get ASDA colleagues to reappraise their expectations of taste of diet foods

Create an event for all licensees in a broad range of categories to showcase their products


MCG handled liaison between 22 licensees and Weight Watchers HQ acting as a communications hub to ensure that everything ran smoothly on the day

Coordinated the logistics of all sample deliveries to ASDA house

Design and production of marketing materials and branding

Coordinated sampling on the day to more than 750 people of breakfast, lunch and afternoon tea


Satisfaction rates for the products sampled were over 70%

Licensees’ feedback was extremely positive with many securing buyer meetings as a result of the event

80% of those ASDA colleagues who had not purchased Weight Watchers foods before, said that they would now buy in store

Sold 900 goody bags raising over £1000 for Tickled Pink, ASDA’s chosen charity whilst giving colleagues the opportunity to sample more of the range at home

“Working with MCG was a very positive experience. We tasked the team with delivering a complex event in a short time period. I was impressed by MCG’s determination, attention to detail, assurance and problem solving capabilities. It was a pleasure to work with a team whose way of working was tailored to suit our requirements and who showed real understanding of our aims and objectives throughout the project.

Matthew Davis , Head of Licensing, Weight Watchers (UK)

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Get in touch

If you would like to find out more about MCG or would like to talk to us about a project, please call Christine Mortimer on 0113 307 0113 or email