One of the UK’s longest established diet businesses has appointed The Lucre Group as its new UK PR and content agency. This further enhances the agency’s food and drink division.
The appointment follows an extensive 18-month brand review, which has seen Cambridge Weight Plan become The 1:1 Diet by Cambridge Weight Plan, to better reflect its unique position in the weight loss industry.
Since its launch in the UK in 1984, Cambridge Weight Plan has supported more than 30 million people across the globe, who’ve sought out a nutritionally-balanced and effective way to lose weight. It has become one of the most respected brands in the industry and is also part of the Direct Sales Association UK, which is one of the fastest growing sectors in the British economy.
Consultants are at the heart of its unique business model. Dieters are given access to their own dedicated consultant, offering one-to-one support to create a personalised weight-loss plan that suits their lifestyle. As well as changing lives through weight loss, the business opportunity offered to consultants allows them to transform their earning potential and career.
The appointment follows a two-stage competitive pitch process involving nine agencies. The Lucre Group will handle the launch of the new brand, lead its social strategy and support the existing in-house press office team. Activity will cover product launches, business updates and an extensive events and roadshow programme.
The retainer will also include a creative content programme delivered by RICH, The Lucre Group’s dedicated content division, including video, animation and social graphics to maximise brand visibility and engagement.
Christine James, marketing and communications director at Cambridge Weight Plan, said the appointments marked a new phase of growth for the Corby-based company.
She added: “We are entering into a really exciting period of growth for the business. At the same time, we are looking forward to helping thousands more dieters find and maintain the weight that works best for them. Having talented and capable agency partners supporting our amazing in-house team on this journey will be key.
“The agencies we selected all demonstrated that they understood our business, our market and what we are trying to do. The work they will do will really break through and help us create the step change we are aiming for. Lucre’s passion and creativity was abundantly clear and will undoubtedly help us create the change we are aiming for.”
Tamarind Wilson-Flint, Lucre co-owner and Director, said: “To be part of a launch programme where the brand has historical success and huge scope for expansion in equal measure, is incredibly exciting. The new brand proposition is joyous, fresh and exciting – our team is honoured to be helping bring that to life in the earned media space.”