Tags: medifast | diet | marketing | kardashian

Medifast Marketing: Reach Diet Goal Without Help of Celebs Like Kardashian

By Dale Eisinger   |   Friday, 04 Jan 2013 11:56 AM

Each new year invites an inevitable resolution of losing a couple of pounds. Along with that comes the weighty matter of selecting from a myriad of diets, possibly one offered by the companies vying for your weight-loss business through myriad marketing efforts.

One those, Medifast, thinks it's found an effective new marketing campaign that will draw in ordinary real people like you (sorry) without the help of celebrities like Kim Kardashian.

Medifast kicked off the new year by launching a television ad series that features the once-overweight and now-slender versions of its clients speaking to one another on screen. The ad was made by filming the clients without using a script, then having them participate in the weight-loss program for eight months. Finally, the clients returned to the original location to finish the conversations, which focused on the person’s aspirations and goals.

The approach was used to stay away from the typical celebrity endorsements and their tired "before and after" approaches, Medifast told Mediapost. So when it comes to fit and heavy versions of a celebrity in conversation with herself, Medifast is staying away from big names  — even with the guarantee of weight gain.

Kardashian, in particular, will not be considered or signed by Medifast for a post-pregnancy weight-loss campaign.

After Kardashian and significant other Kanye West recently confirmed to media outlets that they are having a child together, speculation swirled that Kardashian would seek a deal similar to the one singer Jessica Simpson landed with Jenny Craig following her recent pregnancy.

But TMZ confirmed with both Jenny Craig and Medifast that they would not be bringing Kardashian on for an endorsement deal.

Like Medifast, Jenny Craig said it was searching for "real results for real women" for its 2013 ad campaigns. Apparently Kardashian, a reality star like Simpson, is not real enough. However, the company did say it would continue an endorsement deal with another celebrity, recording artist and "American Idol" judge Mariah Carey.

Last year, Kardashian endorsed another weight-loss company, Quick Trim, along with her sister Kourtney.

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A resolution to lose a couple of pounds may mean selecting from diets offered by companies vying for your weight-loss business. One those, Medifast, thinks it's found an effective new marketing campaign to draw in real people like you without the help of celebrities like Kim Kardashian.
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