ET-Rx Engineered Nutrition continues its customer testimonial approach adopted last year in a new campaign breaking this month.
Three TV ads, created in-house under the direction of Sharon Lindsey, the company’s broadcast production director, feature actual users of its nutritional products.
One of the 60-second spots (shown here) focuses on a woman who says she began using MET-Rx products after being diagnosed with uterine cancer at the age of 27. She explains how MET-Rx helped her learn the benefits of proper calorie and protein consumption, and that now she feels and looks better than ever.
MET-Rx founder and chairman A. Scott Connelly, a physician, introduces each of the case histories, which are shot documentary-style.
Print ads breaking in June feature pro athletes including Troy Aikman along with everyday customers.
“The athletes are the credibility beacon … but we also want to convey that MET-Rx is just as important to the weekend warrior,” said Mark deGorter, vice president of marketing at the Irvine, Calif., company.
-Angela Dawson