Medifast Launches First-Ever National Brand Campaign
Campaign shows people having conversations with themselves, before and after
losing weight with the Medifast 5 & 1 Plan®
OWINGS MILLS, Md., Dec. 20, 2012
OWINGS MILLS, Md., Dec.20, 2012 /PRNewswire/ --Medifast, Inc. (NYSE: MED), a
leading United States manufacturer and provider of clinically proven,
portion-controlled weight-loss products and programs, announced today the
launch of its first-ever national advertising campaign, titled "Conversations
with Yourself," that will roll out January 1, 2013. The campaign will
introduce viewers to three Medifast clients with real weight-loss success
stories by asking the question: "What if you could have a conversation with
your leaner, healthier self?"
(Photo: http://photos.prnewswire.com/prnh/20121220/PH33311 )
(Logo: http://photos.prnewswire.com/prnh/20120613/NE24271LOGO-b )
This campaign features the "Become Yourself" journeys of Kimberley Vandlen,
Tina Shelley and Joseph Garcia by showing their former, heavier selves having
a conversation with their new, leaner, healthier selves. Over the course of
only eight months on the Medifast 5 & 1 Plan, Kimberley lost 47 lbs, Tina lost
31 lbs, and Joseph lost 38 lbs. Through the camera lens, Medifast captured not
only the physical weight loss, but also the emotions of achievement,
dedication and overall success. Medifast worked with Solve, a Minneapolis
based branding and advertising agency, on the creation of the campaign.
"By highlighting authentic, weight-loss stories from real people, Medifast
hopes to inspire others to take the first step in the process of changing
their lives and becoming the person they are meant to be," said Brian Kagen,
Chief Marketing Officer, Medifast, Inc. "Kimberley, Tina and Joseph followed
the same Medifast 5 & 1 Plan that is widely available and we are pleased to
share a very real picture of the weight loss success and positive change that
can be achieved."
Kimberley, Tina and Joseph have continued to maintain their weight through
Medifast's meals and other program support tools. Tina recently opened a new
fitness studio in Chicago and is training to be a fitness instructor;
Kimberley is spending more time outside hiking, taking her daughter to the
park and traveling; and Joseph is currently pursuing a singing career.
"The idea of showing a person talking to her or himself at two different
points in their weight loss journey was revolutionary," said John Colasanti,
Chief Executive Officer, Solve. "Beyond mastering the technical challenges,
we were thrilled with the depth of emotion and honesty that surfaced in the
unscripted dialogue. This is a powerful and compelling window into the real
world of weight loss that will resonate with people facing weight issues."
Medifast will unveil an integrated marketing launch to include 60-second,
30-second and 15-second television commercials, national print advertising, a
newly designed website landing page, and comprehensive social media elements.
Via Facebook, Twitter, Pinterest, and other social networks, Medifast will
provide a platform to continue the conversation and invite clients to share
their own weight-loss stories.
Medifast products and programs have been recommended by over 20,000 doctors
since 1980. Clients can expect to lose 2-5 pounds per week for the first two
weeks and 1-2 pounds per week thereafter on the Medifast 5 & 1 Plan.
For more information, please visit www.MedifastNow.com.
Medifast(NYSE: MED) is the leading easy-to-use, clinically proven,
portion-controlled weight-loss program. The company sells its products and
programs via four unique distribution channels: 1) the Web and national call
centers, 2) the Take Shape For Life personal coaching division, 3) Medifast
Weight Control Centers, and 4) a national network of physicians.Medifastwas
founded in 1980 and is located inOwings Mills, Maryland. For more
information, log ontowww.MedifastNow.com.
SOURCE Medifast, Inc.
Contact: Renee Beck, +1-410-504-8287, email@example.com
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