1:1
creative | digital | print
creative | digital | print
the client
The 1:1 Diet by Cambridge Weight Plan is one of the world's most well-known weight loss programmes and has helped thousands of people on their dieting journey. The diet combines The 1:1 Diet’s calorie-counted and nutritionally-balanced meals, snacks and shakes with a personalised plan and one-to-one Consultant support. Each Consultant runs their own direct selling business, earning money by selling products to their team of dieters. The 1:1 Diet is available in the UK, ROI, Germany, Austria and Portugal.
the brief
To create a global hero 12-month marketing campaign for roll out in the UK, ROI, Germany, Austria and Portugal. The campaign had to be suitable for the brand’s B2B (Consultants) and B2C (dieters) needs. The client wanted to move away from their house illustrative style whilst still championing the brand’s pillars. In addition to the marketing campaign, a toolkit was required that could be activated by the in-house team at Head Office, fellow agencies, Consultants and international distributors. This included all digital social media and paid adverts assets and printed collateral such as leaflets, posters and campaign guidelines. All collateral was transcreated into German and Portuguese.
the client
The 1:1 Diet by Cambridge Weight Plan is one of the world's most well-known weight loss programmes and has helped thousands of people on their dieting journey. The diet combines The 1:1 Diet’s calorie-counted and nutritionally-balanced meals, snacks and shakes with a personalised plan and one-to-one Consultant support. Each Consultant runs their own direct selling business, earning money by selling products to their team of dieters. The 1:1 Diet is available in the UK, ROI, Germany, Austria and Portugal.
the brief
To create a global hero 12-month marketing campaign for roll out in the UK, ROI, Germany, Austria and Portugal. The campaign had to be suitable for the brand’s B2B (Consultants) and B2C (dieters) needs. The client wanted to move away from their house illustrative style whilst still championing the brand’s pillars. In addition to the marketing campaign, a toolkit was required that could be activated by the in-house team at Head Office, fellow agencies, Consultants and international distributors. This included all digital social media and paid adverts assets and printed collateral such as leaflets, posters and campaign guidelines. All collateral was transcreated into German and Portuguese.
the result
may began the project by providing in-depth research into the client’s competitors, accumulating in a brand immersion session to the client’s wider team. Taking the uncovered findings, a fresh campaign was created that focused on the stories of real dieters, using their voices and experiences as the foundation. The illustrative style was moved on to include more lifestyle and dieter photography. Additional icons were created to communicate the diet’s benefits and quotes from the client’s nutritionist were used to add authenticity and to support the holistic message. Copy was developed to create tight, meaningful messaging and the colour palette was enhanced to provide an instantly fresh look. may worked with transcreators for culturally correct translations for international markets. may won a further global project to work on their evergreen recruitment campaign.
may always bring a fresh eye to the project along with relevant research, backed up with their experience. The team are friendly and very personable and I would recommend this marketing agency to anyone who is looking for a fresh approach.
Christine James - Head of Marketing and Comms, 1:1
