Popcorn has been officially appointed by Rivermill to handle the UK PR for the Weight Watchers® bakery portfolio. The campaign will see Popcorn launching a busy calendar of NPD through a series of fun and bespoke events for press and bloggers. There is also a tailored retailer programme to engage key buyers.
In addition, the team will be showcasing the versatility and breadth of the range around key seasonal hooks, engaging with existing brand advocates and recruiting new ones.
Activity will also maximise the appointment of new Weight Watchers ambassadors Patsy Kensit and Greg Wallace.
Popcorn is also bringing together the majority of the Weight Watchers food licensees for the first time ever for a blogger event on Jan 10, which has been identified as the day when most people give up on their New Year’s Resolutions.
A spokesperson for Weight Watchers said ‘I think it’s a wonderful idea and a great way to engage the target audience’
Louise Lloyd, founder of Popcorn said ‘This is the first time the licensees have been brought together for a joint initiative, making it not only cost effective but also more relevant and worthwhile for busy bloggers’
Licensees who have signed up for the Popcorn initiative include Dairy Crest, Greencore and Cranswick.
