Weight Watchers

About This Project

Jessie’s campaign for Weight Watchers ‘Smart Made Simple’ is built on the truth that fad diets and gimmicks simply don’t have long lasting effects on weight loss. With so much conflicting information about what is the smart way to eat and exercise, the new approach aims to take the confusion out of healthy eating by offering a scientifically proven, yet simple way to approach modern day weight management.

The integrated campaign spans multiple channels above and below the line including: TV, direct mail, PR and a strong digital focus with a newly designed website. The streamlined website includes a simplified homepage for desktop, tablet and mobile that allows people to focus on what they need to know about the Weight Watchers offering across exercise, food and support.


Campaign developed during Jessie’s time at BMF Sydney working alongside Rita Stern.