brand experiences


The Dukan Diet is France’s most successful, and famous, dieting organisation. The method of Dr Pierre Dukan has been helping people lose weight, and maintain their new “real” weight for 35 years. The Dukan Diet book, first published in 2000, is still France’s best selling diet book, has been translated into 10 languages and is available in more than 20 countries world-wide. Endorsed by celebrities, and with the help of Mason Williams who came on board in April 2011, the Dukan Diet is sweeping the nation. With a brief to drive traffic and registration online as well as the establish the brand in the UK, Mason Williams has set about making the Dukan Diet one of the most successful diets in recent years.

Since Mason Williams started work in April this year, there has been a 50% increase in traffic to the Dukan Diet website, and 3000 new customers sign up every month – all driven by the PR machine.

In just six months, Mason Williams has delivered nearly £3m worth of coverage, a PRCA average shattering ROI.

A highlight of the campaign is a major partnership with the Daily Mail, which delivered 10 days of editorial coverage including:

  • 8 days of front page splashes
  • 3 ads in Metro and Mail on Sunday
  • 12 pages of editorial coverage
  • 3.5 pages of promotional coverage
  • 1 day homepage takeover
  • 10 days of online coverage
  • 400,000 recipe cards distributed

The media value of just the print coverage exposure was £750k, in addition to mass online exposure and direct audience engagement via the recipe cards. As a result of this exposure, The Dukan Diet book re-entered the non-fiction at number one.

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