Be Fit Food came to us with a major challenge. Operating in the highly competitive weightloss and home-delivered frozen meals categories, they found themselves with little to talk about other than weightloss promises and the price of their meals compared to those of their competitors. We worked with them to distill their clear point of difference - using proven nutritional science and real food to help people lose weight quickly and effectively - to create the “eat yourself better” campaign. This new brand direction focuses on how eating the right amounts of the right sorts of tasty food is actually far more effective than starving yourself on fad diets or relying on drugs to do the job for you and allows the brand to talk about delicious food as a way to lose weight. The brand is now live in a through-the-line campaign including television, print, in-store, social, digital and packaging.