Dieting is and will always be one of the nation's biggest pastimes. Whether you're looking to shed a few unwanted pounds, or completely transform your body, more than 45 million Americans diet at some point every year. With new diets and trends surfacing every year, the options can seem overwhelming and difficult to choose from.

As Agency of Record for Medifast, a category leader in the highly-saturated diet space, 5W's efforts highlight not only the company's dedication to creating superior products, but also the countless success stories of real-life people across the country who have overcome obesity through the Medifast program. The biggest challenge for Medifast has been to differentiate its unique weight loss program within a highly competitive category that includes such giants as Jenny Craig, Nutrisystem, and Weight Watchers. Having already secured People Magazine's "Half Their Size" issue three years in a row, 5W was tasked with claiming the coveted cover spot for the fourth consecutive year in stride. To achieve this goal, 5W has conducted creative initiatives and aggressive outreach that, in addition to grabbing the attention of the People Magazine editorial staff, resulted in authentic awareness for the entire Medifast brand and its diet program.

Media Placements

Media and publication placement for jetsmarter

STRATEGY

5W leverages all aspects of the Medifast brand through aggressive media relations efforts, and develops a strong persona for the brand as a leading diet program. Knowing that the diet space is a competitive category, 5W creates a point of difference for Medifast by leveraging the brand's experts to garner credibility and further position the program as a successful and trusted weight loss brand. 5W utilizes success stories, regional and national health coaches, Medifast's diverse product offerings, and reputable experts as a powerful arsenal for 360 degrees of media outreach - to local, regional, and national print and broadcast outlets - with the ultimate goal of securing the "Half Their Size" cover.

Additionally, 5W spearheads locally-tailored outreach surrounding Medifast's announcements and promotions of their new Health Coaches and Weight Control Center openings, to each center's respective regional magazines, newspapers, and television shows. By harnessing compelling human interest stories and vast knowledge of the brand's health coaches and experts, Medifast has gained exposure, as well as built trust, among consumers nationwide.

RESULTS

1.2+ billion impressions from over 285 placements

In just 1 year, three Co-Op SMTs for a total of 565,364,932 media impressions with an estimated ad value of $3,948,297.40

Placements for Medifast success stories on the cover of People's "Half Their Size" Issue FOUR years in a row

Exponentially increased local, regional, and national recognition through meaningful media placements for Medifast experts and client success stories in top-tier outlets including:

  • O, The Oprah Magazine
  • Life & Style Weekly
  • The Joy Fit Club on TODAY
  • Access Hollywood
  • Extra
  • Closer Weekly
  • The Insider
  • Woman's World
  • Good Day New York
  • Today's Dietician
  • Women's Health
  • Fitness

 

"Since 2010, 5W PR has been a trusted partner of Medifast. The 5W team regularly evaluates our PR strategy to ensure it aligns with Medifast business objectives, while continually introducing new tactics and creative story angles. We could not ask for better a partner in a public relations agency."

- Tonja Paylor, Director of Public Relations
& Marketing Communications


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