LA Fitness in kids’ pester power drive

Gym chain LA Fitness is attempting to harness kids’ pester power to get parents to join its clubs.

A campaign rolled out from November and handled by Kaizo will be badged 'Mission Belly Bust'.

The drive will focus on concerns that children have about their parents' health, said Kaizo account director Rachel Taylor.

The UK-wide media relations-based campaign will focus on diet and fitness and will last until January, traditionally the busiest month of the year for gyms.

'It will be quite an emotive campaign, it is not just about vanity. Tactics will include a little bit of pester power,' said Taylor.

The agency reports to LA Fitness head of PR Jo Livingstone.

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