Jenny Craig gets real in new in-house ‘Real Stories’ campaign launching Monday, breaking from tradition of celebrity-only approach
Launching this Monday 14th January, Jenny Craig’s latest campaign celebrates the stories of everyday clients, breaking from the tradition of celebrity-only weight loss journeys.
Part of a wider campaign being rolled out, the initial TVC spots, created in-house, centre around a ladies’ lunch, with Mel B asking other Jenny clients about their experiences on the program.
“Our research shows that people are inspired by their peers, and nothing is more motivating than hearing the true, unscripted, stories of people who have gone before them,” said Amy Smith, managing director for Jenny Craig Australia and New Zealand.
“I am so proud of the women in this campaign who allowed us to share in their joy while getting real and talking about what it’s like to follow Jenny’s program,” said Ms Smith.
“Without doubt our celebrity ambassadors will always have a place in the world of Jenny Craig – but we’ve listened and responded to current trends with a campaign I’m very excited about.”
The “Real Stories” campaign also launches a new Money-Back Guarantee.
“We turn 30 this year and we’re still just as confident that our program is your best chance of losing weight and keeping it off as we were back in 1983,” said Ms Smith. “So much so that we’re putting our money where our mouth is and offering a Money Back Guarantee for new clients.”
“We started in 1983 with a common vision: to help change real peoples’ lives as we support them along their weight loss journey. It is important to understand that weight management can be an ongoing struggle for many of us, celebrity or not. Old habits die hard, sometimes we set unrealistic goals and lose willpower after many repeated experiences of failure and sometimes life’s challenges trigger weight gain. That’s why we recognize the importance of supporting our clients, listening to them and understanding them, one on one.”
The stories of these five women are extraordinary and like the thousands of people trying to get healthier every day on their own, we believe that through hearing stories like these, people will be inspired and seek help if they need it. They are proof that it is never too late to change your life.
Client: Jenny Craig
Agency: In-house
Creative director: Amy Smith
Producer: Jon Mahney
DoP: Richard Hosking
Talent: Mel B and real Jenny Craig clients; Christine, Melissa, Anthea, Georgia and Gina.
Head of sales and marketing: Grant Goodwin
Pubic relations: Suzy Wilson