Slimming World says “yes really!” with bold new advertising campaign
Slimming World is launching a brand-new advertising campaign designed to ensure the UK’s most trusted weight-loss organisation is front of mind when millions of people start thinking about losing weight in January.
Launching on TV and video-on-demand platforms from October 26th, the campaign, titled Slimming World, yes really!, takes a fresh, fun and unapologetically cheeky approach to tackling the misconceptions people might have about the 57-year-old brand.
At the heart of the campaign is real-life Slimming World member Aimee Das, who has lost more than 7st since joining her local group in Uxbridge. Set in a coffee shop, the 30-second advert sees Aimee catching up with a friend who is wowed by her transformation and curious about how she achieved it.
As the conversation unfolds, Aimee explains how a flexible healthy eating plan and support from a weight loss specialist has helped her to rethink her relationship with food while still enjoying satisfying meals and never going hungry. With humour and warmth, the girlfriend expresses surprise when Aimee reveals that Slimming World is the secret behind her success – yes really!
The new film, created in partnership with agency Driven, is the evolution of the brand’s ‘real food, real support, real people’ 2026 messaging, and highlights the elements that make Slimming World different from its competitors, especially as consumers increasingly turn to weight-loss medication.
Slimming World, yes really! is all about challenging myths in a way that's warm, relatable and fun.
Slimming World’s evidence-based Food Optimising healthy eating plan, the convenience and support available through the Slimming World app 24/7, expert guidance from a trained Slimming World Consultant, becoming part of a supportive community of other slimmers and the confidence that comes from building habits that can last a lifetime are all celebrated.
Head of Marketing and External Affairs Anika Devaney says: “January is a time when many people begin thinking about improving their health and losing weight, yet pre- and misconceptions can often hold us back before we’ve even started.
“Slimming World, yes really! is all about challenging those myths in a way that's warm, relatable and fun. We wanted to showcase the reality of modern Slimming World and help people understand that they can enjoy satisfying, everyday foods, access support wherever they are, and feel confident making changes that truly last.
“Using real members like Aimee is central to our ethos and her story perfectly captures what's possible when people find an approach that works with their lives rather than against them, and we're incredibly proud to have her leading this campaign. She’s proof that Slimming World is just as relevant as ever this January – yes really!”
The campaign will run across TV, video-on-demand, digital and social channels throughout the autumn and winter, introducing audiences to a more confident, contemporary and playful side of Slimming World ahead of the peak January weight-loss season. It will be accompanied by social and print adverts, also featuring real Slimming World members.