Results and Effectiveness

“G2BF” exceeded all expectations. Awareness: PhP50 Million worth of free publicity! - 1,730 participants generated during registration, 73% higher participation rate vs. previous branded entertainment. - Record-breaking 8,000 people gathered for Boracay Finals. Sales: 885 Index vs. pre-campaign period! - Average of 52,100 cases sold during 3-month activation vs. previous 6,500 average. Most importantly, Fit ‘n Right proved it works. “G2BF” activation helped challengers transform and realize their dreams of losing weight. - Average weight loss and fat loss of 19.6 lbs. and 14.7%, respectively for 5-week challenge. - Winners became real-life FNR ambassadors, providing concrete before-and-after testimonials.

Creative Execution

Break the norm for category/industry: Involve real people in a weight-loss challenge, airing live on national television. Agency created a fully integrated marketing effort – first of its kind, branded Reality lifestyle program, “Got 2B Fit Challenge”. TV – Aired “Got 2B Fit” across six weeks, featuring 10 challengers’ stories, all hoping to shed unwanted fat. Print/PR – Leveraged press to invite participants, provide weekly updates and create coverage of entire challenge. Influencer Marketing – Tapped key influencers (FNR endorser, celebrities, DJ’s) to create buzz. Radio – Leading DJs provided hourly updates, encouraging listeners’ participation. Digital – Invited program host’s fans through SMS/MMS to watch/vote for challengers. In-store – Strategic alliance created with key partner outlets for consumers to vote via SMS and, with purchase, win a chance to attend the Finals in Boracay. On-Ground – Transformed Boracay with massive on-ground merchandising, selling booths and FNR Ambassadors roaming the shores.

Insights, Strategy and the Idea

Trusted for health/wellness products, Del Monte launched Fit ‘n Right, first juice that helps burn fat with unique ingredient L-Carnitine. Given the beverage category’s competitive nature, Del Monte knew they needed to quickly build sales, moving beyond the average 6,500 cases they had seen since FNR’s launch 15 months prior. The key insight was with young adults - busy, competitive, on-the-go people, looking for ways to make life easier. This group, though, is often skeptical of ‘easy solutions’. They want tangible, relatable proof that products work. “Seeing is believing” - Show me it works, don’t just ‘tell me’. Weight loss was not something openly talked about in the Philippines, especially broadcast in national media. Del Monte needed to generate awareness and encourage usage of this unique product, engaging consumers vs. turning them away. Idea: Accentuate the positive - Develop real-life brand ambassadors through a weight-loss challenge.