NUTRISYSTEM, INC. CASE STUDY
Goals
Promote rebirth of ‘70s weight loss company as provider of a REAL diet – one that works for REAL people Create widespread national coverage for new company and diet – NutriSystem Nourish - Drive Web site visits, NutriSystem food purchases, sales of Nourish book
- Generate positive awareness for new products/innovations
Strategic Actions
Positioned Nourish as innovative, diet regimen combining latest science and portion control, tailored for busy 21st century life (to dieters and consumer media) Re-introduced co. as new diet player, bouncing back and growing quickly (to business community/business media) Affiliate with select REALITY TV stars to help promote REAL diet as contemporary and cutting-edge Established company as authority clearing up carb confusion
Results (This Minute)
NutriSystem is now the fastest growing U.S. diet company, surpassing corporate earnings goals each quarter. ( PR is a large part of the marketing mix) Launch engendered numerous NATIONAL PLACEMENTS including the cover of Woman’s World, People, Us, VH-1 and “The View,” along with major-market hits in NYC, LA, Chicago, etc. Beyond The Launch Consumer impressions to date: 100 million and counting
click here to see NutriSystem, Inc. placements
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