As the nation’s collective waistline continues to expand, so does the number of companies looking to capitalize on offering a solution.
Bally Total Fitness appears to be the latest. The Chicago-based company, known more for pumping iron and aerobics programs, is expected to announce on Thursday that it, too, will make a major foray into the weight-loss segment with the launch of its own weight-management program.
The move into the competitive and growing $40 billion market will pit its service squarely against longtime stalwarts Weight Watchers and Jenny Craig and an array of products and programs, like Atkins Nutritionals, that are increasing marketing budgets.
On Monday, the company will begin airing a new ad campaign that will specifically focus on the new exercise and nutrition program.
The move comes as more attention–mainly from the media–has been given to the problem of obesity in adults as well as a growing concern about obesity in children. Food companies such as McDonald’s Corp., which was sued by a man who blamed his obesity on the fast-food giant, have been targeted by consumer groups for fueling the problem by offering too many unhealthy foods.
The McDonald’s suit was thrown out, but it was enough to send shivers through the food industry, and a slew of new healthy products and healthy images are slated for arrival this year.
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In addition, weight-loss companies are stepping up advertising as competition heats up, with several companies jumping into the market.
Bally President and Chief Executive Paul Toback said that the fitness company is well-suited to move into the weight-management arena, mainly because most Bally customers already use the facility to maintain or lose weight.
“The weight-management program further solidifies Bally’s position as the one-stop shop for all consumers’ health, fitness and nutrition needs,” said Toback.
The company will target members as well as non-members with a handful of different programs tailored to a person’s specific needs. The key difference, according to Toback, is a hand-held device that the company said can measure a person’s metabolic rate and determine the number of calories needed to reach the weight goal. The company said it will not need to hire more employees for the program. Instead, it has spent the last several months training current employees.
In addition, the company is hooking up with Stouffer’s Lean Cuisine brand in a co-marketing deal as part of the program.
Unlike other longtime programs, such as Weight Watchers and Jenny Craig, Bally’s said that it would have to market more broadly, including targeting men, who make up a major portion of the club’s membership base.
The first commercial from Foote, Cone & Belding, Chicago, plays up the theme that Bally’s new program will “work your butt off.”
One scene in the ad shows two women in the bathroom, with one saying to the other, “Hey, what happened to your butt?” The other responds, “I worked it off.”
Bally’s campaign follows new campaigns from both Jenny Craig and Weight Watchers, which are increasing advertising spending this year.
J. Brown names new chief: Tim Dorgan, most recently executive vice president of Loyalty Marketing, was named general manager of the Chicago office of J. Brown/LMC Group, a division of the Grey Global Group. Dorgan will oversee strategy and business development for several clients, including Dairy Management, the National Cattleman’s Beef Association and Del Monte. He reports to Jon Kramer, CEO of J. Brown/LMC.
Office Depot media to OMD: Office Depot consolidated its $200 million media business with Omnicom Group media firm OMD in New York. Omnicom’s BBDO handles creative duties for the retailer.
On the move: Ann Brown, director of administration at J. Walter Thompson, Chicago, is expected to move to Element 79 Partners in a similar role. … Gwen Cieslak, most recently an account group supervisor in Manning Selvage & Lee’s Chicago office, was promoted to vice president. … Terry T. Schwartz, former senior director of packaging and brand design at Kraft Foods, has opened his own package design and strategy firm by the name of Bright Blue Consulting Inc., based in Lake Bluff. … Bruce R. Braun, 39, a partner in the Chicago office of Winston & Strawn, was chosen as one of American Lawyer’s “45 Under 45.”
Noted: The Publicity Club of Chicago is accepting entries for its Golden and Silver Trumpet awards until Feb. 17. The organization’s Web site, www.publicity.org, has more information.