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Weight Watchers Canada breaks Expect Amazing campaign

Weight management company Weight Watchers Canada has begun a new marketing campaign called "Expect Amazing." The campaign will promote the company's 50th anniversary and its new 360° Program. The creative will feature celebrity spokespersons Jessica Simpson and Jennifer Hudson, along with a number of Canadian Weight Watchers customers, who will describe their experiences with the program. Until Dec. 31, Entertainment Tonight Canada will run a segment called "Weight Watchers Canadian Success Stories." In addition, a segment with Simpson will air during ET Canada's New Year broadcast. Hudson and Simpson also appear in a television commercial which will break on Jan. 3, followed by a second ad featuring Hudson in February. Media planning and buying for the campaign was handled by MediaCom, which also arranged the Entertainment Tonight sponsorship. Armstrong Partnership provided creative strategy, while Weber Shandwick is conducting public and media relations.

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