• News (3)
    The Drum (26 Oct 2016)

    Diet Chef ad banned for playing on women’s insecurities

    DIET CHEF has had an ad banned by the ASA for implying that women can only be happy after they lose weight. The TV ad ran in July and showed "Cheryl" talking about how she felt about herself before starting Diet Chef. The Cheryl before weight loss was shown wearing a baggy top with messy hair while the post weight-loss Cheryl looks polished in a fitted outfit. Complaints about the ad argued that it implied that overweight women did not take care of themselves and needed to be slim in order to be seen as attractive.

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    Campaign (09 May 2012)

    DIET CHEF has hired CMW to its £3.6m integrated account.