For the last 55 years WW (formally Weight Watchers), has been the world leader in weight loss program, by taking a holistic, integrated approach to weight loss and wellness. Yet despite all the advances in science and food production, eating healthy has never felt more complicated. WW was eager to help solve that paradox by aspiring to make wellness and weight loss accessible to all—not just the few. 

We sought out mid-lower funnel activations that focused on Mindset, Community and Food as these are strong points of entry for Black and Brown Audiences. We worked with strategic partners with a long history in these trusted communities enabling WW to engage with Black and Hispanic consumers in a meaningful, organic way. These partnerships supported our efforts which allowed us to create pulsating moments that ladder up and support the new WW Personal Points program launch during its peak season. ​

• Remains prominent in the Hispanic community. With a digital reach of 3.1M, this cultural celebration has been the biggest week in Latin music for 30 years. In connecting this award show with the overwhelming popularity of Latin food we hired Chef Kelvin to add his unique and flavorful approach the WW point system while capturing amazing LIVE Instagram BTS. Giving WW a vibrant sabor to their health program
• We combine the worlds of one of the most influential individuals in the food industry Chef Marcus Samuelsson and Hollywood powerhouse, Taraji P. Henson. Resulting in one of the most celebrated areas with Black history, Harlem. This celebration of food and culture was a premiere event to convert and engage with influential Black audiences, showing that WW is livable and fits into her culture.​