Medifast

Solve Branding LLC *Lead Agency

John Colasanti, CEO
Hans Hansen - Creative Director
Andrew Pautz - Acct. Director
Eric Sorensen - Creative Director

The Midas Exchange

Medifast was competing against weight loss giants Weight Watchers, Jenny Craig and Nutrisystem. These competitors had the advantage of larger ad budgets, higher brand awareness and popular celebrity endorsers. We countered with a more authentic approach using real Medifast customers. Filmed and edited nine months apart, we created a campaign called "Become Yourself" where your old self had an on-camera conversation with your thinner, healthier self. Medifast brand preference jumped 24% and usage and share nearly tripled. Most importantly, we taught people across America that life isn't about what you lose, it's about what you gain.