EDiets puts food quality at center of DRTV push

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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.”

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