 Burson-Marsteller has just launched a new digital campaign on behalf of the George Foreman Grill. The focus of the campaign is an online web show focused on the brand's healthy lifestyle principle. Hosted by fitness and nutrition experts Michael Feigin and Lawson Harris, the webisodes are designed to entertain, motivate and educate viewers through friendly competition and healthier cooking methods. The B-M team led by Tony Telloni has also developed the brand's new website, complete with a list of grilling products and recipes.
The campaign is an effort to help the show's contestants and viewers lose weight. Over the next few months, the show's four contenders will try to 'knock out the fat' as they compete to lose the greatest percentage of body fat. Through increased exercise and change of diet, each will strive to get down to their ideal weight. More importantly, the contestants will be taking a real step toward leading an ongoing healthy lifestyle. Viewers can upload supportive videos and messages to the contenders or vote on the best ideas of other viewers. The next webisode will be uploaded to the site on August 5th.
This fall B-M will also help lead the marketing and communications efforts for the company's sponsorship for the U.S. Open. |
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