Marketing campaign to feature new commercials, print ads and a new website
OWINGS MILLS, Md., Dec. 26 /PRNewswire-FirstCall/ -- Medifast, Inc. (NYSE: MED) today announced that the Company will unveil a new advertising campaign featuring television, print and web banner ads in early 2008. The focus of the campaign will be celebrity spokeswoman Genie Francis, who reached her goal of losing over 30 pounds in just a few months on the Medifast Program. Francis is best known to fans as Laura from the hit daytime drama General Hospital.
New print ads featuring Genie Francis' success on the popular Medifast 5&1 Plan will run in major national publications in January such as People Magazine, Better Home & Gardens and US Weekly. The ads will also feature customer testimonials.
New television spots will feature spokeswomen Francis and Kristy Swanson in separate ads. One of Swanson's ads will also feature her mother Rosemary, who has lost more than 20 pounds on the Medifast Program. Swanson, who has lost 27 pounds on the Medifast Program, is best known to fans as Buffy from the 20th Century Fox movie, Buffy the Vampire Slayer.
As part of the marketing campaign both Francis and Swanson will continue to share their personal weight-loss journeys with Medifast customers on http://www.ChooseMedifast.com. The celebrity's pages feature interactive journals, chats, meal plans and updated photo galleries from both stars.
Medifast will launch a new website in early 2008 enhanced with an improved user experience. The new site will provide easier navigation for customers, more health related content as well as greater customization of orders and ease of use.
Francis' and Swanson's weight-loss journeys have been featured in national print media including People Magazine, Quick & Simple Magazine, Soap Opera Digest, ABC Soaps in Depth, Life and Style Weekly and In Touch Weekly; and in national television media including The View, Access Hollywood, Inside Edition, Extra and E! News.
Medifast (NYSE: MED) is the leading easy-to-use, clinically proven portion-controlled weight loss program. Medifast has been recommended by 15,000 physicians and used by over one million customers. It is committed to enriching lives by providing innovative choices for lasting health. Medifast programs have been proven effective through studies by major university teaching hospitals. The company sells its products and programs via four unique distribution channels: 1) the web and national call centers, 2) national network of physicians, 3) medically supervised Medifast Weight Control Centers, and 4) the Take Shape For Life direct-selling division, a network of health coaches. Medifast was founded in 1980 and is located in Owings Mills, Maryland.
Please Note: This release contains "forward-looking statements" within the meaning of Section 27A of the Securities Act of 1933, as amended, Section 21E of the Securities Exchange Act of 1934, as amended, and the Private Securities Litigation Reform Act of 1995. These forward-looking statements generally can be identified by use of phrases or terminology such as "intend" or other similar words or the negative of such terminology. Similarly, descriptions of Medifast's objectives, strategies, plans, goals or targets contained herein are also considered forward-looking statements. Medifast believes this release should be read in conjunction with all of its filings with the United States Securities and Exchange Commission and cautions its readers that these forward-looking statements are subject to certain events, risks, uncertainties, and other factors. Some of these factors include, among others, Medifast's inability to attract and retain independent Associates and Members, stability in the pricing of print, TV and Direct Mail marketing initiatives affecting the cost to acquire customers, increases in competition, litigation, regulatory changes, and its planned growth into new domestic and international markets and new channels of distribution. Although Medifast's believes that the expectations, statements, and assumptions reflected in these forward-looking statements are reasonable, it cautions readers to always consider all of the risk factors and any other cautionary statements carefully in evaluating each forward-looking statement in this release, as well as those set forth in its latest Annual Report on Form 10-K and Quarterly Report on Form 10-Q, and other filings filed with the United States Securities and Exchange Commission, including its current reports on Form 8-K. All of the forward-looking statements contained herein speak only as of the date of this release.
About Genie Francis:
Following guest appearances on ABC's prime-time series Family, Francis got her big break as the popular Laura on General Hospital. Francis literally grew up as Laura, who has become one of the most beloved characters in daytime television. After five years on General Hospital, Francis left the show but returned for stints in 1984, 1993 and 2006. The wedding of Francis' Laura to Luke Spencer (played by Anthony Geary) in November 1981 remains the most-watched daytime drama event in the history of television. Francis won a 2007 Daytime Emmy Award for her 2006 stint on General Hospital. In December 2007, Francis starred in the primetime Hallmark movie The Note.
Francis' extensive television work includes a recurring role on Murder She Wrote and guest appearances on Perry Mason, Roseanne, Lois and Clark: The New Adventures of Superman and 3rd Rock from the Sun. In 1990 Francis appeared on ABC's daytime drama All My Children, where she won critical and viewer success after creating the role of Ceara Connor, an adult incest survivor. Francis has also appeared in numerous stage shows including Crimes of the Heart and See How They Run. She made her New York City debut in 1991 in The Baby Dance at the Lucille Lortel Theatre in Greenwich Village.
About Kristy Swanson:
Swanson, who rose to fame as Buffy in the popular 1992 film Buffy the Vampire Slayer, began acting at the age of 9. She appeared in numerous commercials and television shows before moving to film where she landed roles in two John Hughes films: Pretty in Pink and Ferris Bueller's Day Off. From there Swanson landed her first leading role, starring in Wes Craven's thriller Deadly Friend.
Swanson went on to star in films including Flowers in the Attic; Hot Shots! alongside Charlie Sheen; and the blockbuster The Program featuring James Caan, Halle Berry and Omar Epps. In 1995 Swanson tackled her most controversial role, as a college student discovering her sexuality in John Singleton's Higher Learning. She then went on to appear in Eight Heads in a Duffel Bag co-starring Joe Pesci and David Spade; the Adam Sandler blockbuster Big Daddy; and Dude, Where's My Car? co-starring Ashton Kutcher and Sean William Scott. Swanson also starred as Susan Crawford in the CBS series Grapevine and guest-starred in numerous television shows including Just Shoot Me, CSI: Miami and Law & Order: Criminal Intent. Most recently Swanson appeared in and won the reality series Skating with Celebrities.
|SOURCE Medifast, Inc.|
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