Slim-Fast Touts Success Stories

Slim-Fast Foods is using real stories to pitch its new Slim-Fast Optima Diet in an advertising and retail promotion campaign.

The effort centers on TV and print ads featuring two real-life Slim-Fast users, chosen from thousands who wrote to Slim-Fast about their own weight-loss success.

Slim-Fast also will execute 15,000 sampling dates at retail in first-quarter 2005, and will give away 10 million copies of its "Little Book of Weight Loss Success" (with dieting tips, a customizable meal-plan chart and recipes) at retail and events as well as online.

Ogilvy & Mather, New York City, handles for West Palm Beach, FL-based Slim-Fast, a division of Unilever. Mass Connections, Cerritos, CA, handles in-store demos.

For more stories on sampling