Weight-loss food delivery service Diet Chef is launching its first campaign since appointing CMW to its account, with a TV campaign breaking next week.
The creative strategy utilises the image of a bistro chalkboard as a visual icon. The icon dramatises that Diet Chef is a diet plan for foodies, its meals are authentic, chef-made and there is no compromise on taste.
Diet Chef claims this differentiates it in the market, where many competitors’ solutions include meal replacement shakes or “bland, uninspiring meals”.
The TV campaign, supported by outdoor, press and online media, goes onto demonstrate how easy the service is to use from placing an order to preparing a meal and reaching a weight loss goal. The company’s subscription service offers users a month’s supply of food that includes breakfast, lunch and dinner along with snacks.
CMW picked up the account in May after a three-way pitch; Mindshare handles media.
Diet Chef marketing director Liz Dale said: “Our service is an antidote to the usual punishing diet routines that people have become accustomed to. It removes the hassle of having to go to meetings, having to weigh out your food and calorie count – and having to deprive yourself of your favourite foods. This campaign perfectly illustrates how the service works and we are certain it will attract dieters that want to enjoy great food and meet the targets they’ve set themselves.”
The company, launched by head chef Kevin Dorren in 2007, claims to be the largest diet home delivery service in the UK, with over 50,000 customers. It offers three meals a day, which average less than 1,200 calories, and costs from £5.57 per day.
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