Medifast hires Warschawski for brand work

BALTIMORE: Medifast, a meal replacement weight loss program, has selected Warschawski as its AOR to increase its brand awareness.

BALTIMORE: Medifast, a meal replacement weight loss program, has selected Warschawski as its AOR to increase its brand awareness.

Warschawski will handle strategic planning, marketing communications and media relations for the company, which anticipates revenues of at least $36 million for 2005.

As part of its messaging strategy, Medifast will promote its database of 15,000 doctors who have recommended the product.

"They have a strong base of doctors and health professionals that we'll tap into and use for media opportunities," said Shana Harris, VP at Warschawski. "Our goal is to educate people that this is a long-term solution that will work."

Harris said the agency would be active in the upcoming months, positioning Medifast as a solution for people who want to lose weight or avoid gaining weight during the holiday season.

"Our theme is that we fit into busy lifestyles," said Bob Hallock, VP of marketing for Medifast. Hallock said that while PR plans were still being discussed, Warschawski was hired to continue the momentum of a successful 2005 advertising campaign.

Terms were undisclosed.

Medifast chose Warschawski after a month-long, informal search. Peppercom was the incumbent agency.

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