Mahalia Barnes new ambassador for Weight Watchers

Weight Watchers new ambassador: Mahalia Barnes

Weight Watchers has appointed a former contestant of Nine’s The Voice as its new ambassador, with a song recorded for the campaign.

Mahalia Barnes, daughter of Cold Chisel singer Jimmy Barnes, leads the company into the new campaign Everyday Strong, created by BMF.

Barnes has produced and recorded a song called Counting on You 2013 as part of the campaign. The song features in the TV ad and is available for download on iTunes for $1.69 and through Shazam.

Counting On You – Mahalia Barnes

The appointment is the first local weight-loss ambassador in more than ten years for the company.

The campaign has also landed Barnes on the cover of Woman’s Day with a editorial feature inside, after losing nine kilograms in 10 weeks.

Weight Watchers rival Jenny Craig also has a singing ambassador in former Spice Girl and The X Factor Australia judge Mel B.

Accompanying the Weight Watchers campaign is a new website, and logo, creative and manifesto aiming to reflect the human side of embarking a healthier life.

Michael Burgess, Weight Watchers general manager, marketing said: “Ultimately the message is that this is not just a weight-loss plan, it’s about empowering and inspiring people to adopt an approach that works with their lifestyle, no matter what the daily challenges might be. We want our audience to look at Weight Watchers differently to the category and the new brand campaign is integral to this shift in perception. In Mahalia we have an inspiring, real ambassador to take this message to Australians embarking on a healthier life in 2013.”

The campaign runs across TV, radio, print, direct mail, digital and PR.

Campaign credits:

  • Creative Director: Shane Bradnick
  • Writer: Lucy Kough
  • Art Director: Rita Kanaan
  • Agency Producer: Emma Friend
  • Account Service: Kura Tyerman, Lisa Ramsey, Renee Kastanias
  • Production House and dates of shoot: Radical, 10 and 11 December 2012
  • Director: Hannah Hilliard
  • Producer: Helen Morahan
  • DOP: Andrew McLeod
  • Editor/Edit House: Bernard Garry/The Editors
  • Post Production Facility and Contact: Heckler/Bonnie Law (Producer)
  • Sound Studio/Engineer: Nylon/Simon Lister
  • Music/Composer: Mahalia Barnes ‘Counting on You’

Agency credits:

  • Client: Weight Watchers
  • Creative: BMF
  • Communications Strategy: Naked
  • Digital: Reactive
  • Social Media: One Green Bean
  • Media: OMD
  • PR/Ambassador Management: Sally Burleigh Public Relations

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