Issue: Weight Watchers: Feeding the Brand

CEO David Kirchhoff talks about the challenges in taking a grassroots fund-raising campaign national

Call it serendipity, or call it fate, as David Kirchhoff does. Within a period of weeks, the chief executive of Weight Watchers (WTW) encountered the same idea for his company from two unrelated sources. In 2007 he met Debbie Hugo, who ran a member support group in Seattle and had launched a food drive as motivation for her members to meet their weight-loss goals. For each pound lost, members pledged to donate a certain amount of food to charity. The more they lost, the more they felt good about giving—and the greater their motivation to lose.

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