FitFarms

Client
FitFarms, operators of the award-winning weight-loss camps exclusively for women, and official provider of Tesco’s residential weight loss weeks, wanted a campaign to reach their demographic through top media titles.

Idea
Drawing inspiration from the in-vogue staycation, describing Brits who were choosing to holiday in the UK during the recession, we launched the ‘Weigh-Cation’, saying it was a hit with ‘Brits Battling the Bulge’.

We talked of women heading for the hills – our client’s camps are in the Peak District and Exmoor – as the UK saw a surge in demand for weight-loss holidays.

Results
OK!, Women’s Fitness, Daily Star, That’s Life and Virgin Media were among those running the story in print and online, while Spirit & Destiny, Love It! and Slim at Home were so intrigued they experienced the camp for themselves, all writing rave reviews.