Weight loss food delivery service Diet Chef has handed its integrated marketing account – reportedly worth more than £3.5m in billings – to CMW after three-way pitch.
The account covers TV, print and digital and social media. CMW has been briefed to reposition the business to focus on how its range calorie controlled meals are prepared by top chefs.
A new campaign will launch over the summer in the UK before being rolled out to other European markets.
Diet Chef marketing director Liz Dale said: “CMW’s pitch provided us with exactly what we’re looking for in an agency. They showed a deep insight into our business and consumers and provided some truly integrated creative thinking.”
CMW chief executive Liz Wilson added: “Diet Chef is an exciting and brave client operating in a hugely crowded sector. While the category is obsessed with the end result, weight loss, research shows us that half the dieting audience are more concerned about the quality and taste of food so this represents a massive opportunity for us to own this area.”
Diet Chef, launched by head chef Kevin Dorren in 2007, claims to be the largest diet home delivery company in the UK, with over 50,000 customers. It offers three meals a day, which average less than 1200 calories, and cost from £5.57 per day.
