CLIENT
Jenny Craig
Patti Larchet, President
Scott Parker, VP- Mktg.
Norma Hubble, VP- Operations
Mary Fritz-Wilson, Dir. of Branding and Advertising
Amy Sineath, Mktg. Mgr.
Bill Jones, Centre Dir.
AGENCY
Cathy Lennox, Dir.-in-Charge
Belinda Broido, Creative Dir.
Mark Kelly, Creative Dir.
Scott Lewis, Executive Creative Dir.
Greg Lao, Account Dir.
Katherine Ravenhall, Senior Planner
Carat USA
SUMMARY
While the commercial weight-loss category had more than doubled since 1996, Jenny Craig leads had declined precipitously in the face of Atkins and do-it yourself dieting. To get Jenny Craig back in the spotlight, this campaign broke the "before-and-after" paradigm by focusing on the process of losing weight that Jenny Craig actually makes a positive experience. The campaign told the story of actress Kirstie Alley's journey on Jenny Craig in real time. Contributing to exceeding the six-month leads objective within six weeks, the campaign has significantly increased Jenny Craig's relevance and modernity.
