Weight Watchers (UK) Limited, the world’s leading provider of weight management services, has launched an industry-first cross-category promotion in the UK, created by integrated marketing agency Toucan.
The activity is designed to encourage consumers to make healthy choices at their local supermarkets by rewarding purchase of all of the 175 Weight Watchers food products across more than 20 different categories, including yogurts, ready meals, breads, and many other foods. It is the first promotion the company has ever run across all its products.
Claims are submitted by uploading receipts showing qualifying purchases via Web, email or text. Consumers will be entered for the chance to win exciting fitness prizes. The total prize pool is worth £1 million, including active holiday breaks, Fitbit activity trackers, hula hoops and a host of other fun fitness equipment.
Matthew Davis, Head of Commercial, Weight Watchers, says: “It is great that we are able to encourage people to be healthier and more active through this campaign. Delivering such a strong cross-category promotion, backed up with extensive media and membership messaging, enables us to differentiate ourselves from competitors while collecting insights that will inform future marketing activities and encourage consumer loyalty.”
Toucan’s cross-category campaign for Weight Watchers has been delivered in partnership with Snipp Interactive Inc. (“Snipp”), an international provider of marketing promotions, rebates and loyalty solutions. Snipp’s incentive-marketing technology, which enables brands and retailers to increase customer engagement, drive purchase, and encourage loyalty is being utilised to manage the online and mobile channels, purchase validation process and redemption mechanism.
“With so many products across so many categories, Toucan identified that Weight Watchers faced a real challenge in how to run a cross-category proof of purchase promotion,” said Adam Doran, Managing Director, Snipp Interactive UK. “Having discounted traditional methods such as printing codes on pack due to high costs and complexity, they approached us to see if we could provide a solution. Using our mobile receipt validation technology, with one photo of one receipt, we are able to validate purchase of all Weight Watchers products in all retailers.”
Nina McCoy, Senior Account Director at Toucan, adds: “Shoppers are constantly searching for the best offers with desirable incentives for purchasing. Promotional campaigns are effective conversion tools when they tap into consumer lifestyles. With this UK-industry first, Weight Watchers is showcasing its holistic health approach, expanding its target audience, and effectively raising brand awareness.”
The promotion runs from March 1st to April 29th 2016 in the United Kingdom. More information can be found at www.myWWrewards.co.uk.
