MCG launches Weight Watchers new Pots

MCG joined forces with Greencore's Weight Watchers NPD team to develop new products that would extend the company's reach into lucrative new supermarket categories, whilst also offering increased opportunities for editorial coverage.

ww_pot

Weight Watchers' Pots concept was designed to cross over into the lunch and light meal market. Having secured initial listings with Morrisons and Sainsbury's, Greencore tasked MCG with coordinating a consumer relations campaign to support the launch.

  • To launch the Weight Watchers Pots product to consumers
  • Establish an online presence for the brand
  • Establish the Weight Watchers Pots products as a fresh and healthy lunch option amongst target customers
  • To increase the coverage for Greencore's WW products outside diet pages and publications, specifically to target fashion and beauty magazines and reach a younger audience

We developed a campaign which encompassed the development of copy for a dedicated micro-site, a media relations campaign with hot food sampling for journalists, advertorial, consumer sampling, social media, promotions and liaison with Weight Watchers group leaders to secure recommendations.

Outcomes

  • Supported by advertorials, hits in the first week of the website were significant
  • Almost 1000 people signed up for regular updates in the first month
  • The first 1000 free pots allocated were claimed within a week of launch, with almost 70% redemptions
  • Online competitions and blogger engagement are maintaining this early momentum

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 christine.mortimer@mcgpr.co.uk.


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“The Launch of Weight Watchers Pots has been an important strategic development for Greencore, expanding our Weight Watchers licence beyond the chilled prepared meals category. MCG has been involved from the outset and their insight into all elements of the communication of the project to consumers has been invaluable. They are skilled at balancing the demands of licensee and licensor and their creativity has been crucial when developing as wide a reach as possible for the product launch.

“Given prescribed budgets and tight timescales, they have coordinated a campaign which includes media relations, promotions, sampling and online activity, ensuring that this important NPD launch was supported and that our retailers were confident in our plans to drive customers into store.”

Gemma Kilroy
Head of Licensing Brands, Greencore