The Cambridge Diet rebrands as The 1:1 Diet

Mark Johnson's picture

The 1:1 Diet by Cambridge Weight Plan is embarking on a new brand journey as part of its 35th anniversary celebrations. 

An already successful brand which has built its presence through one-to-one support, The 1:1 Diet is now seeking to take the industry by storm, the company said.

Following the transformation of its brand name and logo, this month it will launch an extensive advertising and marketing campaign built around the concept of “This is the One”. 

With a new website, PR and social activity, and a TV, cinema and radio ad that features a unique song that’s bound to get toes tapping, it’s an exciting move for the company which boasts more than three decades of weight loss expertise.

This is the first time the brand has invested significantly above the line with a consumer-led strategy. It is also the launch phase of a multi-year plan as the business aims to grow brand awareness and market share.

Multiple agency involvement

Launching in May, the multi-million-pound campaign follows the appointment of a team of agencies. They include Think Shape Do which has led on brand strategy throughout the review.  Driven is the lead creative agency.  Republic of Media for media buying, Lucre on PR and social strategy and True on digital and website. 

Launched in 1984 as The Cambridge Diet and latterly Cambridge Weight Plan, The 1:1 Diet by Cambridge Weight Plan is marking its phenomenal success over its 35 years with a new brand approach and strategy.

Unique business  model

Consultants are at the heart of the company’s unique business model. Offering one-to-one support to dieters, they create a personalised weight-loss plan that suits the individual’s lifestyle.

Since its launch in the 1980s, The 1:1 Diet by Cambridge Weight Plan has supported more than 30 million people across the globe, who’ve sought out a nutritionally-balanced and effective way to lose weight. 

It has become one of the most respected brands in the industry, from being awarded the Queen’s Award for Enterprise in International Trade in 2013, to becoming a company fully owned by its employees in 2014.

Christine James, Marketing and Communications Director at Cambridge Weight Plan, said the appointments marked a new phase of growth for the Corby-based company.

“We are entering into a really exciting period of growth for the business”, James said. “At the same time, we are looking forward to helping thousands more dieters find and maintain the weight that works best for them. 

“Having talented and capable agency partners supporting us on this journey will be key.”

Nick Brookes, Managing Partner of Driven, added: “The brand is built on a really simple and compelling proposition. 

“To have the opportunity to bring this to life by creating an idea that sells it in a way that will really cut through is brilliant.”

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