EDiets puts food quality at center of DRTV push

Share this content:

Weight loss website eDiets is conducting a direct response TV campaign putting the spotlight on the quality of its food. The nationwide effort, which runs through the end of the year, is promoting the company's five- and seven-day home-delivered meal programs to health-conscious consumers.

Developed with direct response advertising company R2C, the campaign includes 30-, 60- and 120-second TV spots, touting the meals' quality, delivery and online assistance. The company is also running online banner ads and search marketing. In all the promotions, the company is showing off the good taste and convenience of the program.

“It's good-for-you food that you can feel good about eating,” said Kim Evenson, SVP of marketing at eDiets. She said that eDiets also offers a range of online communities that help consumers reach weight-loss goals or stay on a program, ranging from getting into swimsuit shape or cutting down on junk food.

“When you come into the program, a lot of the magic is in the community support,” she said. “We really pioneered online marketing for weight-loss programs.”

R2C worked to showcase this personal touch by including “authentic testimonials” even tapping Tina Miller-Lloyd, a former cast member of the golf reality show Big Break Ka'Anapali, to serve as spokesperson after she Tweeted a positive review.

“We want to convey that these are all real people,” said Tim O'Leary, CEO of R2C. “Everybody involved with the campaign has been pleased — the results have been strong…now we just want to see how big we can scale it.”

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above