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Medifast Launches First-Ever National Brand Campaign

Stocks in this article: MED

OWINGS MILLS, Md., Dec. 20, 2012 /PRNewswire/ -- Medifast, Inc. (NYSE: MED), a leading United States manufacturer and provider of clinically proven, portion-controlled weight-loss products and programs, announced today the launch of its first-ever national advertising campaign, titled "Conversations with Yourself," that will roll out January 1, 2013. The campaign will introduce viewers to three Medifast clients with real weight-loss success stories by asking the question: "What if you could have a conversation with your leaner, healthier self?"

(Photo: )(Logo: )

This campaign features the "Become Yourself" journeys of Kimberley Vandlen, Tina Shelley and Joseph Garcia by showing their former, heavier selves having a conversation with their new, leaner, healthier selves. Over the course of only eight months on the Medifast 5 & 1 Plan, Kimberley lost 47 lbs, Tina lost 31 lbs, and Joseph lost 38 lbs. Through the camera lens, Medifast captured not only the physical weight loss, but also the emotions of achievement, dedication and overall success. Medifast worked with Solve, a Minneapolis based branding and advertising agency, on the creation of the campaign.

"By highlighting authentic, weight-loss stories from real people, Medifast hopes to inspire others to take the first step in the process of changing their lives and becoming the person they are meant to be," said Brian Kagen, Chief Marketing Officer, Medifast, Inc. "Kimberley, Tina and Joseph followed the same Medifast 5 & 1 Plan that is widely available and we are pleased to share a very real picture of the weight loss success and positive change that can be achieved."

Kimberley, Tina and Joseph have continued to maintain their weight through Medifast's meals and other program support tools. Tina recently opened a new fitness studio in Chicago and is training to be a fitness instructor; Kimberley is spending more time outside hiking, taking her daughter to the park and traveling; and Joseph is currently pursuing a singing career. 

"The idea of showing a person talking to her or himself at two different points in their weight loss journey was revolutionary," said John Colasanti, Chief Executive Officer, Solve.  "Beyond mastering the technical challenges, we were thrilled with the depth of emotion and honesty that surfaced in the unscripted dialogue. This is a powerful and compelling window into the real world of weight loss that will resonate with people facing weight issues."

Medifast will unveil an integrated marketing launch to include 60-second, 30-second and 15-second television commercials, national print advertising, a newly designed website landing page, and comprehensive social media elements.  Via Facebook, Twitter, Pinterest, and other social networks, Medifast will provide a platform to continue the conversation and invite clients to share their own weight-loss stories.

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