Changing the way America Eats

When it was first published, The South Beach Diet was a regional concept from a little-known cardiologist with no experience in weight loss.

Krupp immediately recognized the enormous potential for a brand beyond the book and set out to make it stand out from the competition.

Heidi Krupp and her team landed me on national television and quality talk radio shows even BEFORE The South Beach Diet was launched. Without a publicist like Heidi who understood that my book was a labor of love, along with her boundless enthusiasm, no one would have heard my message. I will be forever grateful.”

Strategy:

South Beach needed to create a new narrative around enriched lifestyles rather than just weight loss.

We positioned South Beach as the lifestyle program to “Change the Way America Eats” – not another deprivation diet.

Recognizing the increasing importance of a digital presence and how online content could build communities and pop culture trends, we facilitated a groundbreaking alliance with online publisher EverydayHealth.com (formerly known as Waterfront Media) to create the subscription site SouthBeachDiet.com.

Results:

#1 New York Times bestseller selling over 23 million copies to date

SouthBeachDiet.com topped over 4 million subscribers

Top Tier media coverage including over 2 billion media impressions across all channels

Facilitated discussions that led to the lucrative sale of The South Beach Diet to Kraft Foods

The South Beach Diet became a household name growing beyond the book into a national and international power brand generating hundreds of millions of dollars in revenue for its founders and partners

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