Men's Health has agreed a deal with Flytxt, the wireless marketing
expert, to market the 'Belly Off Club', its dietary regime for
health-conscious men, by SMS.
The activity is being promoted with press ads in the magazine and online
at www.menshealth.co.uk.
It will provide subscribers with menus compiled by a team of
nutritionists who will devise more than 300 calorie-controlled menus
tailored to members' specific tastes and local amenities.
The menus will include pre-packaged convenience foods as well as
do-it-yourself recipes.
A premium-rate line will charge users to complete an automated response
questionnaire about eating habits and local supermarkets.
Men's Health is also seeking a sponsor for the service and is in talks
with supermarkets. It will look to include reverse billing in the
service in the future.
Men's Health subscribers are predominantly 25- to 44-year-old ABC1s.
_1.jpg)
.jpg)
