Wal-Mart Hosts Slim-Fast Challenge

Slim-Fast is revving up New Year's resolutions with a four-month promo exclusive to Wal-Mart stores.

The 2004 Slim-Fast Challenge kicks off Jan. 10 with in-store weigh-ins at 3,500 Wal-Mart and Sam's Club stores. Shoppers register in-store, online or by phone, then come to Wal-Mart on Jan. 10 to weigh in at the pharmacy and begin a 12-week weight loss effort to drop as much as 25 pounds by April 4.

Slim-Fast kicks off weight loss challenge

Registrants get a Personal Success Kit with a pedometer, Slim-Fast sample, nutrition guide and a pocket-sized card to measure body-mass index and track weight loss. An estimated 500,000 consumers are expected to participate. J. Brown/LMC Group, Stamford, CT, handles.

Participants get personalized e-mail throughout the campaign, with additional support through online chats scheduled at Slim-Fast's Web site and off- and online buddy systems. Slim-Fast gets heavy display activity throughout Wal-Mart for the duration of the campaign.

Spot radio supports in 26 markets, with stations hosting live-remote broadcasts in 105 Wal-Mart stores.

Slim-Fast parent Unilever tested the challenge in eight markets in September 2003. More than 1,300 consumers registered during the one-day weigh-in event, and sales rose an average 59% from the previous week.