Best Health magazine offers savvy Canadian women fresh, breakthrough articles to help them “Look Great, Get Healthy, Eat Well and Embrace Life.” Inspired by a popular concept featured in the pages of the magazine, the editors of Best Health created the Swap & Drop Diet—a uniquely Canadian approach to slimming down. smitten was tasked with generating a buzz about the book and leveraging the expertise of two spokespersons.
Educating Canadians on how to tweak their eating and lifestyle habits for steady, sustainable weight loss, combined with practical tips and guidelines for how to keep it off once it’s gone, served as key messaging for this campaign. Each spokesperson was presented as the expert for an aspect of the book—Bonnie Munday (Editor-in-Chief) discussed the 12-week plan, including its fitness guidelines, while Dr. Susan Biali (medical doctor and regular contributor) presented the super-healthy food swaps, including those at 10 popular Canadian restaurants. In addition to securing select broadcast and print coverage, smitten also secured promotional support on The Shopping Channel, managed two consumer events (introducing 400 Torontonians to the book) and worked closely with the magazine’s marketing team to produce a 10-second television ad.
- Total impressions secured: 10,000,000+
- Broadcast interview coverage, including segments on Roger, Darren & Marilyn (CHUM FM), The Marilyn Denis Show (two segments), Breakfast Television (Toronto and Vancouver), Global Morning Show, and CH Television
- Inclusion in customized “Fitness for Life” New Year’s Resolution package on The Shopping Channel
- Campaign supported record-breaking book sales