Weight Watchers moved into the wellness industry in March last year. Wellness isn’t just about weight loss anymore, stated Weight Watchers chief executive officer, Mindy Grossman, at WWD’s Beauty CEO Summit in Palm Beach, Florida that month, and she intended to reinvent the company internally and externally. In September Weight Watchers became wellness brand, WW and adopted a new tagline, Wellness that Works.

 Internal changes include a new program, WellnessWins, that rewards WW members for things like tracking their meals and attending wellness workshops. The FitPoints algorithm encourages high-intensity and strength-training exercises. And WW partnered with meditation app company, Headspace, on customised content. In 2019, all WW foods will be free from artificial colors, flavors, preservatives and sweeteners and a beta version of voice integration with Amazon Alexa and the Google Assistant lets members ask questions, including  the points, values of their food.

Now WW has launched its first global marketing campaign, featuring WW ambassadors, Kate Hudson and Robbie Williams, and WW stalwart (and investor), Oprah Winfrey.

Next year I want to get fit and healthy for my family, friends & fans & WW will be my partner on this wellness journey. As a #WWambassador, I’m joining millions around the world building healthy habits for real life. Why are YOU are getting healthy? #MyWhy #ForEveryBody @ww_uk pic.twitter.com/7Kt3loqifa

— Robbie Williams (@robbiewilliams) December 17, 2018

At the campaign spearhead is an anthem ad, For Every Body, created by Anomaly and directed by Prettybird’s Max Malkin, which features real WW customers and their achievements, which include weight loss but also lifestyle goals.

The video is underscored by Lizzo’s 2016 song, Worship, and ends with the call to action, Every body has a reason to get healthy.