Diet marketers are optimistic, but economy could weigh
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Longtime endorser Marie Osmond will still appear in some Nutrisystem spots, and there are plans to use social influencers in places such as Instagram. It will increase spending on digital more than the increases elsewhere, such as TV and print. The new ads come from Go Convergence and Liquid Interactive.
The campaign breaks soon after Nutrisystem, which also owns the South Beach Diet, said it plans to be acquired by Tivity Health Inc., whose brands include SilverSneakers, a fitness program geared for older adults. In a statement, Nutrisystem CEO Dawn Zier said being acquired by a health and wellness company is “tremendously exciting in terms of the potential to reach new audiences in new ways.”
Jenny Craig CEO Monty Sharma talks excitedly about success with plans meant to match customers’ circadian rhythms. The program, called Rapid Results, directs users to eat more of their allotted calories in the morning, when their metabolism is higher, and fewer calories at night. “Clients are losing more weight in the same period,” Sharma says. DNA testing for further customized plans is rolling out nationwide in 2019 after some tests in 2018.
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