Search News


 

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.”

Other articles by Space:


Nature Valley and Space are set to bring a taste of nature to the Nitto ATP Finals

Nature Valley and Space are set to bring a taste of nature to the Nitto ATP Finals

At this year’s Nitto ATP Finals (11th-18th November), creative agency Space is launching an integrated social and experiential campaign promoting Nature Valley’s recently introduced ‘Nut Butter Cups’ and ‘Nut Butter Cocoa Hazelnut Biscuits’.

Date added: Thu 15 Nov 2018


Häagen-Dazs trials geo-targeted delivery-on-demand  mobile e-commerce service in central London

Häagen-Dazs trials geo-targeted delivery-on-demand mobile e-commerce service in central London

Häagen-Dazs is the first ice-cream brand to move into automated product delivery with its new mobile e-commerce technology ‘Häagen-Dazs NOW’. The service enables ice-cream to be ordered and delivered into the hands of consumers when out-and-about by using an innovative combination of proven mobile technologies. The brand trialled the service on Friday, 7 September 2018, offering people in Russell Square, London, a chance to order and enjoy its ice creams without having to leave their spot in the September sunshine.

Date added: Wed 12 Sep 2018


Glenfiddich launches new campaign with creative agency Space to launch the next instalment of Experimental Series

Glenfiddich launches new campaign with creative agency Space to launch the next instalment of Experimental Series

Glenfiddich is launching a new campaign created by creative agency Space to promote Fire & Cane, the fourth and latest release in the Glenfiddich “Experimental Series”. The campaign launches on July 23rd in the USA first followed by other lead markets, and is part of the brand’s continued drive to recruit new drinkers into the whisky category (France - September, UK - October, Taiwan – 2019).

Date added: Thu 26 Jul 2018


CMW Helps BBC Children In Need's Pudsey Become Face Of Peugeot

CMW Helps BBC Children In Need's Pudsey Become Face Of Peugeot

Pudsey to take over car maker’s famous lion for the day.

Date added: Thu 15 Nov 2012


CMW Creates Social Media App For Kingsmill

CMW Creates Social Media App For Kingsmill

The new social media app from CMW and Kingsmill is designed to help parents organise their days out during the summer holidays

Date added: Tue 07 Aug 2012