Medifast: Become Yourself
Brand: MedifastLead agency: Solve
Campaign Summary
This case study for Medifast, a US nutrition and weight loss company, exhibits the power of authenticity in establishing brand differential. Competing against weight loss giants, Weight Watchers, Jenny Craig and Nutrisystem, all with much larger ad budgets, higher brand awareness, and popular celebrity endorsers, Medifast's "Become Yourself" campaign countered with a provocative insight: weight loss isn't about what you lose, it's about what you gain. This powerful idea was brought to life in a uniquely creative concept: Medifast used real customers, filming and editing them nine months...