• by Larissa Faw , January 7, 2020

Timed to coincide with “diet season,” Tivity Health is rebranding its South Beach Diet program to align with the popularity of low-carb-and-high-fat-based Keto diets.

This brand overhaul coincides with the debut of “The New Keto Friendly South Beach Diet,” an updated version of the original 2003 plan developed by cardiologist Dr. Arthur Agatston.

The ad campaign supporting the makeover, developed by Quigley-Simpson, positions the updated program under the “friendly” message that along with being keto-friendly, the program is “life friendly,” “snack friendly” and more than just a diet program. 

The campaign media strategy expands beyond the brand’s typical direct response outreach (though that channel is still included) by running across linear television, digital and social platforms.

There are additional elements beyond paid advertising, such as partnerships with social influencers, including singer Jessie James Decker.