Kmart is tapping into one of American’s top New Year’s resolutions—their desire to lose weight.
The retailer has launched the New Day, Your Way, program, which includes a comprehensive Web site at Kmart.com/yourway and a supporting contest to jumpstart interest. The site offers weight loss tips, beauty and fitness advice and products.
And, there are plenty of incentives for consumers to reach weight loss goals, including coupons or free offers toward health and beauty products.
Consumers can enter the contest at Kmart.com/newday. The contest is only open to consumers in Chicago, Cleveland, OH, Detroit, MI, East Brunswick, NJ, Honolulu, HI, Long Island, NY, Los Angeles, Miami, New York City, Philadelphia, Pittsburgh, San Francisco/Bay Area, San Juan, PR, Tampa, FL, Tamuning, Guam, Washington, DC, St. Louis, Virginia Beach and Salt Lake City.
“Every year, folks make resolutions to lose weight and eat healthier and many do not always find the motivation to stick to their plans,” said Bill Stewart, chief marketing officer for Kmart, in a statement. “The New Day, Your Way program does not mandate specific weight loss regimens, rather it encourages our customers to stay on track by providing rewards throughout their weight loss journeys.”
To enter, participants complete an online questionnaire and 50-word essay by Jan. 20 about their efforts to lose weight. Ten contestants in each market will be selected to participate in a 16-week weight loss competition. To keep them motivated, Kmart will give free product rewards as weight-loss milestones are reached. At the end of the 16-week program, one finalist in each of the 19 markets will be selected to receive a $100 Kmart gift card and be eligible for the grand prize: $10,000 in cash, a beauty makeover in New York City, a $1,000 Kmart gift card, a treadmill and a three-year membership to Bally’s Total Fitness.
In addition to Bally’s, program sponsors include, Slimfast/Unilever, Bell Fitness, Hanes, ICON Health & Fitness, Johnson & Johnson, Loréal, Procter & Gamble, Maybelline, Hamilton Beach, American Diabetes Association and Vanity Fair.
The contest is administered by Don Jagoda Associates, Inc., Melville, NY.