• by Fern Siegel , December 30, 2022

WeightWatchers knows it isn't easy to lose weight. To make the process less onerous, it has launched a new campaign with the tagline: "Return to feeling good."

The three spots in the "Returns" campaign were created by Maximum Effort, Ryan Reynolds' agency.

The ads will run across broadcast, social and digital.

The campaign's focus is that guilt and shame aren't helpful in any weight-loss effort. Rather, it suggests that WeightWatchers can teach you how to eat the foods you like.

“This campaign is the first of many brand acts where we will be showing up in new and unexpected ways, all while remaining true to our brand heritage,” said Amanda Tolleson, Chief Marketing Officer at WeightWatchers.

She added it "evokes a simple, yet provocative belief that has been at the heart of this brand for six decades and is also a truth worth celebrating: you can eat what you love, and still lose weight. Our hope is that our target consumer feels seen, celebrated and inspired.”

Maximum Effort's client work includes "Deadpool," Aviation Gin, Mint Mobile and Wrexham AFC.

Separately, in August, virtual pay TV service FuboTV struck a major TV/content deal with Ryan Reynolds' Maximum Effort Productions, which included starting the Maximum Effort Network, a linear channel that will run on FuboTV.