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Retrofit Weight Loss Unveils New Advertising Campaign Starring FAT
Date:12/30/2013

Chicago, IL (PRWEB) December 30, 2013

Retrofit, the expert-led, data-driven weight loss company, announces the launch of its new “Fat Loves Winter” campaign for 2014. Working with Chicago-based Capitalist Agency, the award-winning weight loss company is introducing its first character: FAT. Using both print and digital channels, the campaign focuses on Retrofit’s innovative approach to weight loss, which is already helping busy professionals permanently remove excess fat from their lives.

"FAT is the devil on your shoulder, telling you to have one more cookie or one more serving at the buffet,” said Jeff Hyman, CEO of Retrofit. “We created FAT to bring fat to life in an accessible and memorable way. FAT starts the conversation and is a focal point for action. He embodies what is literally weighing us down collectively in a character we love to hate."

Located near the corner of Ontario and LaSalle in Chicago’s River North neighborhood, the “Fat Loves Winter” billboard is highly visible. The placement is ideal for Retrofit, as it stands in a heavily congested area during rush-hour traffic. In addition, the billboard overlooks notable quick-serve restaurants. The billboard prominently features the FAT character as well as a link to the landing page fatloveswinter.com.

Visitors to the site receive in-depth information on the perils of storing excess body fat and the best ways to eliminate it.

“Fighting fat can seem like a Herculean task for many, especially busy professionals,” says Hyman. “Retrofit has a proven method to fight it, and the FAT character puts a face on the insidious nature of America’s #1 health epidemic: obesity.”

The campaign comes just in time for the New Year. According to recent studies, weight loss is the most common New Year’s resolution. Yet, only 8% of people actually keep
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