Partner Article

Guerilla gives the UK a healthy shake

A Newcastle creative agency has successfully launched an international weight loss programme across the UK.

Guerilla was contracted to run the UK campaign for the Celebrity Slim brand. The promotion of the meal replacement weight loss programme, originally launched in Australia, has already been a success with UK Celebrity Slim slimmers losing a combined 2.5 tons in January.

The campaign, commissioned by national pharmacy chain Rowlands Pharmacy, is spearheaded by a national TV campaign, featuring people using a range of scenarios to shake their soups and shakes. Radio, digital, DM, Point of Sale, outdoor and press advertising are also being used to support the TV commercials.

Kenny Black, Managing Director of Rowlands said: “This is a huge, national campaign and we are excited to work with Guerilla to introduce such an important brand to the UK. Guerilla has worked extremely hard to provide us with the creative driving force needed to launch our first national TV campaign. The agency’s dynamic blend of creativity and strategy has worked really well for us.”

With concerns over the UK’s alarming rise in obesity rates and the public looking to stick to their New Year resolutions, the timing of the campaign could not have been better.

James Allen, Managing Director of Guerilla, said: “We spent a good six months planning the strategy and producing the creative for this national launch. The task was huge with the stakes being so high. Just about every department has been involved in this success and I feel that, although challenging, it has brought the agency closer together.”

This was posted in Bdaily's Members' News section by Ruth Mitchell .