Sponsors Sign for Spots in 'The Biggest Loser'
General Mills, Jennie-O, Brita, Planet Fitness, Subway and Walgreens get integrated into series
By Jon Lafayette -- Broadcasting & Cable, 1/7/2013 11:48:20 AM
The sponsors are General Mills, Brita Water Filters, Planet Fitness, Subway, Jennie-O and Walgreens. In addition to being integrated into episodes of the series, the marketers will be part of the show's "Challenge America" online drive aimed at helping lose weight at home.
"This is setting up to be a very important season of The Biggest Loser as the show tackles childhood obesity for the first time and looks to Challenge America to get healthy alongside our contestants," former NBC exec Vivi Zigler, now president, Shine 360º and digital, Shine America, said in a statement. "We are thrilled that all of these leading brands have joined forces with The Biggest Loser in our ongoing efforts to fight obesity in this country."
As part of the "Challenge America" initiative, each episode this season will be dedicated to overcoming one of the leading causes of childhood obesity. Weekly themes include "Get Moving," "Cut the Junk" and "Eat Right on a Budget."
The show's winner will appear in a commercial for Subway.
Biggest Loser has also formed partnerships with Seventeen magazine and the NFL's Play 60 initiative aimed at teens and children. NFL player Antonio Gates will appear on one episode of the show.
Look, the last time I saw/heard Jillian verbally abuse people on BL, (telling one contestant she was "gonna make you my bi^@#") I complained to the network president, etc. I assumed the network people didn't care for the level of negative behavior Jillian directed toward contestants and filmed the rest of that season w/o her. Others must've also complained, as Jillian was no longer on episodes long after that. Hmmm. She's back, after a different show on which shebullied/championed, and still, her attitude seems no more humane toward contestants. Subway, Jenni-O, Walgreens, etc., I won't buy your products until you stop paying for public abuse on network airtime. The dozens of people in local families who took inspiration from the Biggest Loser and walked out trails, worked out together, helped each other with nutrition & supported each other here in town feel different about the fact a "??Life Coach??" (Jillian Michaels) who is negative and verbally abusive to humans is promoted/supported in public. That kind of "reality show" is in the line of Jerry Springer, etc.
Liz Lafferty - 1/7/2013 1:18:37 PM EST
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