Medifast Unveils "Become Yourself" Brand Campaign

OWINGS MILLS, Md., Jan. 30, 2012 /PRNewswire/ -- Medifast, Inc. (NYSE: MED), a leading portion-controlled weight-loss program, today unveiled its first brand advertising campaign, positioning the weight-loss program as the solution that helps real people "Become Yourself." Features of the launch include new 30-second and 15-second television commercials featuring a real Medifast client, new digital creative and social media campaigns.

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"Medifast prides itself on being the proven, healthy weight-loss program that helps real, everyday people achieve so much more than then just regaining their health," said Michael S. McDevitt, Chief Executive Officer, Medifast, Inc. "We hear many amazing and emotional stories from our clients. Stories of clients gaining the confidence to run a 10K, get a new job, or decide to go back to school after being on our program led us to the idea that Medifast truly helps enable you to 'Become Yourself.'"

New television creative showcases a real Medifast success story, Jessica Westmoreland, who lost 85 lbs on the Medifast Program. Since losing weight with Medifast, Jessica has "Become Yourself" by starting her own law firm, becoming an athlete and planning her upcoming wedding. The spots will run in select test markets during morning, daytime, and primetime broadcast programming.  

"This is an exciting opportunity to shape how Medifast is perceived as a brand by consumers," said Brian Kagen, Executive Vice President of Marketing, Medifast, Inc. "In a space where so many weight-loss programs are focused on celebrities, we want to emphasize Medifast as the plan that helps real people achieve their goals. We're proud of our success stories, which is why we chose to feature a real Medifast client in our commercial."

As part of the marketing campaign, Medifast has launched MedifastNow.com. This website features each of Medifast's weight-loss support channels, giving clients the ability to select the option that best suits their unique weight-loss needs. The site includes information on Medifast Direct, the company's online direct-to-consumer channel, Take Shape For Life, the company's free personal coaching support channel, and Medifast Weight Control Centers, the company's brick-and-mortar retail support channel featuring weekly meetings with a Counselor.

Medifast has been recommended by over 20,000 doctors since 1980. Clients can expect to lose up to two to five pounds per week and up to 20 pounds the first month on the Medifast 5 & 1 Plan, which consists of eating five Medifast Meals and one Lean & Green Meal per day. Medifast provides customers over 75 different meal choices, as well as a variety of support options to assist clients on his or her weight-loss journey.

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About Medifast:

Medifast (NYSE: MED) is the leading easy-to-use, clinically proven, portion-controlled weight-loss program. Medifast has been recommended by over 20,000 doctors and used by over one million customers since 1980. It is committed to enriching lives by providing innovative choices for lasting health. Medifast programs have been proven effective through studies by major university teaching hospitals. The company sells its products and programs via four unique distribution channels: 1) the web and national call centers, 2) the Take Shape For Life personal coaching division, 3) Medifast Weight Control Centers, and 4) a national network of physicians. Medifast was founded in 1980 and is located in Owings Mills, Maryland. For more information, log onto MedifastNow.com

Please Note: This release contains "forward-looking statements" within the meaning of Section 27A of the Securities Act of 1933, as amended, Section 21E of the Securities Exchange Act of 1934, as amended, and the Private Securities Litigation Reform Act of 1995. These forward-looking statements generally can be identified by use of phrases or terminology such as "intend" or other similar words or the negative of such terminology. Similarly, descriptions of Medifast's objectives, strategies, plans, goals or targets contained herein are also considered forward-looking statements. Medifast believes this release should be read in conjunction with all of its filings with the United States Securities and Exchange Commission and cautions its readers that these forward-looking statements are subject to certain events, risks, uncertainties, and other factors. Some of these factors include, among others, Medifast's inability to attract and retain independent Associates and Members, stability in the pricing of print, TV and Direct Mail marketing initiatives affecting the cost to acquire customers, increases in competition, litigation, regulatory changes, and its planned growth into new domestic and international markets and new channels of distribution. Although Medifast believes that the expectations, statements, and assumptions reflected in these forward-looking statements are reasonable, it cautions readers to always consider all of the risk factors and any other cautionary statements carefully in evaluating each forward-looking statement in this release, as well as those set forth in its latest Annual Report on Form 10-K and Quarterly Report on Form 10-Q, and other filings filed with the United States Securities and Exchange Commission, including its current reports on Form 8-K. All of the forward-looking statements contained herein speak only as of the date of this release.

SOURCE Medifast, Inc.