MET-RX
The Challenge
Originally designed for athletes, the MET-RX nutrition system is now used by health conscious consumers around the world. The MET-RX line includes nutritional drink mixes, food bars, rehydrating formulations, sports performance supplements and other functional foods, all scientifically engineered to produce specific metabolic effects. MET-RX and Media Relations (MRI) joined forces in spring 1997, with the goal of increasing consumer sales for the MET-Rx product line.
Campaign Strategy
Our strategy is to position MET-RX as leaders in engineered nutrition. We have accomplished this by using company founder and nutrition expert Scott Connelly, M.D. as our primary spokesperson, placing him in national print and broadcast interviews, and in local media in the 10 largest U.S. markets. We also work with professional athletes who are willing to offer testimonials and speak for MET-Rx.
Working closely with the client, we have developed a solid framework of story lines. Some are tied to a nutrition-related issue, such as the dietary importance of protein. Other story lines focus on hot news topics, offering Dr. Connelly for commentary on specific issues (for example, the use of performance-enhancing supplements by star athletes). Recent campaigns include work with Jason Sehorn, cornerback for the New York Giants and body builder Frank Sepe.
Campaign Results
MET-Rx is currently experiencing its highest sales figures ever. The company attributes this growth to its promotions program, which consists of its media publicity campaign, spokesperson endorsements, event sponsorships, advertising and other promotions. We continue placing Dr. Connelly and various athletes in the media, and have succeeded in surpassing all previous publicity records for MET-RX since its founding.
Placements include USA Today, UPI, Wall Street Journal, Good Morning America, Woman's World, Men's Fitness, ESPN, CBS-The Early Show, ABC World News, Oprah, Sports Illustrated, Monday Night Football, Atlanta Journal, ESPN Magazine, Chicago Tribune, New York Post, People Magazine, New York Daily News, New York Newsday, Detroit Free Press, Washington Post, Orange County Register, Boston Herald, Boston Globe, and the New York Times.
