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CMW inspires foodie dieters for Diet Chef


CMW inspires foodie dieters for Diet Chef

Posted by: Space | Date added: Fri 24 Aug 2012

Integrated campaign targets slimmers with a passion for food

Diet Chef has appointed digitally-led creative agency CMW to lead a ‘real food’ diet revolution and take a market share of the industry with a TV campaign breaking next week.

The campaign will be supported by outdoor, press and online media with Mindshare handling media outreach.

CMW has produced a simple and engaging creative idea that utilises the image of a bistro chalkboard as a visual icon. The icon dramatises that Diet Chef is a diet plan for foodies, its meals are authentic, chef made and there’s no compromise on taste. This differentiates them in the marketplace where many competitors’ solutions include meal replacement shakes or bland and uninspiring meals.

The campaign goes onto demonstrate how easy the service is to use from placing an order to preparing a meal and reaching a weight loss goal.

Diet Chef’s subscription service offers users a month’s supply of food that includes breakfast, lunch and dinner along with snacks.

Liz Dale, marketing director, Diet Chef said: “Our service is an antidote to the usual punishing diet routines that people have become accustomed to. It removes the hassle of having to go to meetings, having to weigh out your food and calorie count – and having to deprive yourself of your favourite foods. This campaign perfectly illustrates how the service works and we are certain it will attract dieters that want to enjoy great food and meet the targets they’ve set themselves.”

Liz Wilson, chief executive, CMW said: "Weight management is a highly competitive market so it's great to be working with such an ambitious, up and coming brand as Diet Chef to identify the right strategy to unlock growth.

“Having got into the audience data, we knew we'd want to build a rich overarching idea around the brand's strength - proper food - and then be able to break down our story into smaller strands to connect more meaningfully with smaller groups of people.”

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