eDiets is a home delivery provider of fresh food for consumers watching their weight.
The client faced tremendous competition from NutriSystem, despite the fact that NutriSystem delivered an inferior product of freeze-dried, powdered products and highly salted foods that looked great on TV but required a lot of work to prepare and didn’t taste as nearly as good as it looked.
Additionally, they had huge brand recognition and even larger budgets.
Recognizing consumer frustration with the NutriSystem program, we took the competition head on with a fresh food, freshly packed, chilled and delivered to your home from gourmet kitchens strategy.
The short-form combined the fresh food positioning, a strong offer of 21 meals and snacks free, and real, authentic testimonials. We included a strong connection between the eDiets gourmet kitchen and the consumers’ home.
The results were way beyond the clients’ expectations and the campaign rolled out with major media spending.
What We Learned and How it Benefits Other Clients
You can’t be afraid of competition. You need to take it head on with a sound strategy. The right creative and offer allows smaller brands to compete against entrenched brands. Effective testing provides a roadmap for success.