CalorieCount.com Targets Media Buyers

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Food database and weight management site CalorieCount.com is looking to attract a new crop of advertisers with a campaign touting its “Strength in Numbers.”

The effort, which began this week, is the first major ad campaign for the New York Times-owned brand. CalorieCount.com was founded by two aerospace engineers in 2003. About.com, which is a division of the New York Times, purchased it in 2006.

Online ads now running on sites targeted to media buyers and advertisers—like Adweek, Brandweek, Mediaweek, Mediabistro and Advertising Age—tout the site’s reach and expertise in reaching health-conscious consumers.

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