In the new year, Weight Watchers will kick off a vast £28m campaign with music at its core. The TV spot will be ubiquitous and will feature Alicia Dixon alongside Weight Watchers members singing a purpose built track, ‘Do It Our Way (Play)’, those involved all telling their individual stories of losing weight via the programme. The song will also be made available to buy on iTunes the moment the first spot airs. 25 pence from each sale will go to a Weight Watchers approved charity.
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