Red amplified alli's sponsorship of "Cook Yourself Thin" and drove women to the alli microsite on Channel4.com by creating the concept of a “Thinner Party”.

Thinner Parties are dinner parties where women cook healthy, low-fat but enjoyable meals for their friends. 

The centre piece of the campaign was the channel4.com alli microsite which hosted tips for holding a successful Thinner Party, healthy recipe ideas, a competition to win a spa break and links back to alli.co.uk. Traffic drivers included outreach to alli users and online partnerships with pharmacies.

To launch the concept we invited media to Thinner Parties up and down the country and released the results of a survey revealing how women find it the difficult to sticking to a healthy diet when eating out.

The campaign had an OTS of over 200 million, including 38,000 page impressions in 3 months, over 5,000 competition entries and 800+ women specifically signing up for more info on alli.