As reported in Prolific North, Republic of Media are one of four agencies in the North of England to have helped launch a multi-million-pound advertising and marketing campaign for The 1:1 Diet by Cambridge Weight Plan.

Republic of Media’s team in Manchester has been tasked with buying media, Wilmslow’s Think Shape Do has led on brand strategy throughout the review, fellow Wilmslow agency Driven is the lead creative agency and Leeds’ Lucre has led on PR and social strategy.

Cambridge Weight Plan is embarking on a new brand journey as part of its 35th anniversary celebrations. Following the transformation of its brand name and logo, it is this month launching an extensive advertising and marketing campaign built around the concept of “This is the One”.

The brand has a new website, PR and social activity, and a TV, cinema and radio ad. This is the first time the brand has invested significantly in 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.



Christine James, Marketing and Communications Director at Cambridge Weight Plan, said: “We are entering into a really exciting period of growth for the business.

“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.”

Leigh Herbert, Director of Client Services at Republic of Media said; “At Republic of Media, we call our guiding approach to business ‘Freethinking’. In Christine and the team at The 1:1 Diet, we have found a true Freethinking client, one that is fundamentally changing their business bottom up to adapt to a new brand and vision.

“To be part of this from the very start has been extremely exciting for all of us here and the campaign, we believe, will change the way the diet category is perceived and should communicate to consumers.”

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.”