Diet After Easter is about how to lose weight after the chocolate & hot cross buns.
Easter is about food, especially chocolate and hot cross buns. So it isn’t unusual that a great deal of diet and health food companies kick their advertising campaigns of on Easter Monday. Maybe bound by guild of eating a stack of chocolate after Easter a lot of people use this as trigger to kick off their diet. So for advertisers in this space it’s about being in the right place at the right time.
So who do most diet companies wish to target? The household grocery buyer, who is mostly female and aged between 25-55 year old. This person in the home influences the family eating habits and make the choices about whats going on the dinner plate today. So gaining the attention of this person in the household is key to any campaign success.
Already booked this Easter is a number of well-known retail diet advertisers who are seeking to take advantage of the post Easter diet phase. These diet advertisers are running a range of creative from standard IAB sizes through to expandable creative to really gain attention of readers.
Generally speaking (as every campaign is different) diet advertising which works on Gourmet Ads includes advertising of diet books, diet programs, diet products you buy in the supermarket (i.e low carb, low fat), diet meal replacements (shakes) and of course meals which you have delivered to your home each week. Also advertising campaigns which focus on Gym memberships also provide good results. Gyms that focus on female only membership have performed very well in the past.
Some Comscore Index’s in relation to Dieting on the Gourmet Ads Network include;
- Index 267 for having searched for Diet Program information online in the last 6 months
- Index 146 for having spent under $25 for Diet meal replacements (e.g. Slim Fast) in the last 30 days
- Index 319 for having spent between $25-$49 for Diet meal replacements (e.g. Slim Fast) in the last 30 days
- Index of 251 for going to a gym or healthclub within the last 6 months
- Index of 135 for having a weight problem (25 lbs or more overweight )
Gourmet Ads has strict controls when it comes to the diet advertising. We can’t accept advertising that we call “fat ads” (the ones where is a thin stomach and a fat stomach on the ad) and any ads which make false and misleading claims. We prefer the advertiser to develop creative around food or simply use great messages reinforced with a strong call to action. These have been the best performing advertising creative we’ve seen in the diet space.