FAT is the devil on your shoulder, telling you to have one more cookie or one more serving at the buffet,” said Jeff Hyman, CEO of Retrofit. “We created FAT to bring fat to life in an accessible and memorable way.
Chicago, IL (PRWEB) December 30, 2013
Retrofit, the expert-led, data-driven weight loss company, announces the launch of its new “Fat Loves Winter” campaign for 2014. Working with Chicago-based Capitalist Agency, the award-winning weight loss company is introducing its first character: FAT. Using both print and digital channels, the campaign focuses on Retrofit’s innovative approach to weight loss, which is already helping busy professionals permanently remove excess fat from their lives.
"FAT is the devil on your shoulder, telling you to have one more cookie or one more serving at the buffet,” said Jeff Hyman, CEO of Retrofit. “We created FAT to bring fat to life in an accessible and memorable way. FAT starts the conversation and is a focal point for action. He embodies what is literally weighing us down collectively in a character we love to hate."
Located near the corner of Ontario and LaSalle in Chicago’s River North neighborhood, the “Fat Loves Winter” billboard is highly visible. The placement is ideal for Retrofit, as it stands in a heavily congested area during rush-hour traffic. In addition, the billboard overlooks notable quick-serve restaurants. The billboard prominently features the FAT character as well as a link to the landing page fatloveswinter.com.
Visitors to the site receive in-depth information on the perils of storing excess body fat and the best ways to eliminate it.
“Fighting fat can seem like a Herculean task for many, especially busy professionals,” says Hyman. “Retrofit has a proven method to fight it, and the FAT character puts a face on the insidious nature of America’s #1 health epidemic: obesity.”
The campaign comes just in time for the New Year. According to recent studies, weight loss is the most common New Year’s resolution. Yet, only 8% of people actually keep their resolutions. Retrofit clients are positioned to radically change the success rates of such goals this year, as the company has proven results.
Retrofit’s technology-based approach to weight loss disrupts traditional models for reducing body fat. Today, more than 90% of Retrofit clients are losing weight. In fact, Retrofit clients who completed a 12-month weight loss program lost an average of 19.1 pounds, or 8.3% of their starting body weight.
"Our goal is simple: motivate people to get healthy and strong,” said Hyman. “Everyday, Retrofit clients step on the scale to see how their fat mass and lean mass has changed. Fighting FAT, this troublesome little monster, provides a fun focal point for getting stronger and freeing our bodies from the burden of excess fat. Everyone can relate to the challenges that fat presents, especially during this critical time of year for setting weight loss goals.”
Retrofit, the expert-led, data-driven weight loss program for busy professionals, is designed to deliver lasting results. Its innovative program for both individuals and corporations includes wireless monitoring of a client’s weight, activity and sleep, as well as access to wellness coaches consisting of registered dietitians, exercise physiologists, and behavior coaches. Retrofit has raised $15.7 million in venture financing led by Draper Fisher Jurvetson (DFJ) and Cambia Health Solutions. Retrofit can be found on the Web at RetrofitMe.com and by calling 855-4-RETROFIT. Follow the company on Facebook and Twitter at @retrofitme.