Dukan Diet has appointed digital media agency Mediarun to grow its online business and build its brand presence.
Mediarun will develop a social media strategy to improve brand engagement in the UK.
A search marketing push including a multi-platform paid search campaign and search engine optimisation (SEO) will look to build its online presence for ’non-brand’ generic dieting terms.
The Dukan Diet, developed by French nutritionist Dr Pierre Dukan, is a four-stage programme, which includes ongoing online and telephone support.
It launched its online platform in the UK in February in a bid to target English-speaking dieters in the UK, Australia and New Zealand.
The web platform allows users to calculate their “true weight” and buy a coaching plan paid for on a price per day basis.
Dukan has sold 2.5 million copies of the diet book and is now looking to grow its presence outside of France where Dr Dukan is a celebrity dietician.
Earlier this month, WeightWatchers, which has 2 million UK members, overhauled its points-based diet programme and introduced its new ProPoints system.
Nestlé also introduced Jenny Craig, its telephone-based weight loss programme, to the UK earlier this year.