Issue: A partnership bnetween McDonalds NZ and Weight Watchers needed to be announced in a way that generated positive media coverage and consumer response, while minimising cynicism. The key was to ensure the consumer benefits of making it easier to choose a healthier option was communicated in a relevant and credible way.
Idea: Hold an exclusive lunch for media and key opinion leaders to reveal the partnership and the three Weight Watchers approved meals. Provide balance and credibility through using a Weight Watchers Nutritional Advisor and Weight Watchers members as key spokespeople and advocates.
Impact: News of the launch travelled worldwide and received extensive and balanced coverage across all networks and mediums. In the first three weeks more than 20,000 of the approved meals were sold in New Zealand.