Weight Watchers Builds Brand Visibility Through a Creative PR Program
Weight Watchers in New Jersey sought to distinguish itself from competitors and spotlight its long history of helping people lose weight. The company turned to Rosica Communications to design a strategic public relations program that would expand its customer base, strengthen awareness, and highlight the brand’s unique legacy.
Rosica developed a series of innovative campaigns and events that not only captured media attention but also engaged communities directly. One of the most impactful strategies was the “Battle of the Badges,” a weight loss contest pitting fire and police departments against each other in cities across New Jersey and beyond. The event resonated with both participants and the public, generating more than 300 feature stories in newspapers, magazines, radio, and television outlets across Philadelphia, New York, New Jersey, and nationally. Its success led Weight Watchers chapters in other states to replicate the initiative, making it a model campaign for the organization nationwide.
For the company’s 25th anniversary, Rosica conceived the “Time Capsule Burial,” which included messages from children and local dignitaries voicing their hopes for the next 25 years, along with memorabilia from the media. The event offered a built-in storytelling opportunity, seamlessly blending community participation with strong media coverage.
Beyond these large-scale campaigns, Rosica coordinated Weight Watchers’ special events and fundraising galas nationally, and secured speaking engagements for the company’s founder, further elevating brand visibility and credibility.
Through these efforts, Weight Watchers not only expanded its membership in New Jersey but also solidified its reputation as a trusted leader in weight management, supported by creative, community-driven campaigns that attracted national attention and left a lasting impact.
