Home > Uncategorized > For Weight Watchers, Jennifer Hudson Wins a Losing Battle

For Weight Watchers, Jennifer Hudson Wins a Losing Battle

Below are some excerpts from an April 6, 2010, article by Elizabeth Olson which appeared in the New York Times. Click here for the full article.

Weight Watchers, which holds more than 30,000 weekly meetings in the United States for people trying to lose weight, spends about $90 million a year on advertising campaigns. The previous campaign for Weight Watchers featured a furry critter that tempted dieters with high-calorie foods. Now, the company has decided to get real: its new campaign will star the actress and singer Jennifer Hudson, who will talk about what she has experienced in her quest to lose weight. Ms. Hudson says in one television spot that “I’ve never been this size in my adult life.”

Weight Watchers partnership with Ms. Hudson has a significant online component, reflecting the near doubling of the company’s online subscribers from 2005 to 2009. Subscribers, who pay $17.95 a month, totaled 763,000 in 2009, up from 399,000 in 2005, said Hoover’s industry editor, Linnea Kirgan.

Ms. Hudson’s Weight Watchers role began with a live Facebook chat, and she has started to blog about her weight loss on weightwatchers.com. The blog will include commentary on what she likes to eat, recipes and exercise tips. Later this spring, the blog will include her experiences making a film in South Africa about Winnie Mandela, the former wife of Nelson Mandela.

The commercials will appear on prime-time shows, including “Dancing With the Stars,” “Extreme Home Makeover,” “How I Met Your Mother” and on all three national morning shows as well as on “Ellen,” “The Oprah Winfrey Show,” “The View“ and “Live With Regis and Kelly.” Print ads will appear in O, Ms. Winfrey’s magazine, and in the Weight Watchers magazine.

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