Over the past few weeks we’ve been busy putting our creative and strategic heads together to produce our very first International TVC for weight loss brand Jenny Craig. It’s been an exciting time for the brand and for our team. Our relationship with Jenny Craig started six months ago and since then we’ve been working with their team to overhaul and reinvigorate the brand. When we first met with them to discuss re-vamping the packaging we were instantly excited about the huge potential of the brand and we couldn’t wait to help them reformulate their consumer value proposition and freshen up their brand image.
The brand has been let go for years with no real focus on continuous improvement and while consumers have high brand recognition there was no real understanding of the program and why it is successful. A TVC with a new direction was the perfect platform to share the new direction with consumers and revitalise the brand. The brief was to develop a concept that showed the strength and heritage of the brand while communicating why the program works.
The campaign is called “The Numbers” and focusses on evidence to support the Jenny Craig program and the role consultants play in successful weight loss for clients. The TVC quickly runs through the proof of why the brand has been successful before focusing on only one number, the 1:1, the relationship between the client and Jenny consultant. The differentiator for Jenny Craig is the personal support clients receive from their consultant. Every week they receive tools and support to continue on their own weight loss journey. Many people understand that Jenny Craig is a weight loss brand but don’t understand that the consultant is a key component of success.
‘The Numbers’ campaign coincides with the release of the first of many new and improved menu items with fresh new packaging which we’ve also been working on. We’ll share this with you later in the month when this is released to clients.
Jenny Craig Brand Manager Eugénie Rutherford confirms the changes are just the beginning for the brand, as a company, they are excited about the new direction.
“At Jenny Craig, we believe you should always strive to be the best that you can be. We want that for our clients and expect that from ourselves. To make sure we are at our best, we’re making some changes for the better that we know our clients will love.”
Shoot days can be long and tiring but not with the crew from Jenny Criag. The atmosphere on the day was buzzing and the energy was infectious. To help with our story telling we enlisted the help of some Jenny Craig clients and star consultants. While hair and make up were busy at work the girls were sharing stories of their own personal weight loss journey. The impact that the program had on their lives was humbling and it really highlighted why we were all there. The consultants themselves were a breath of fresh air and even as were setting up for shots they could’t help share some tips with the clients.
Watch this space, over the coming months there will be a lot more to share on the new look Jenny Craig brand.
Director of Brand Projects