Dec. 22, 2018
For the kick-off to the 2019 diet season, the company is focusing on actual Jenny Craig members and weight loss experts, and their stories of health and wellness on the program. The marketing campaign is launching digitally and on TV this week. The campaign exclusively features five members from across the country who have achieved their weight loss goals using the program.
Jenny Craig hosted a contest this year, which yielded more than 500 applicants, to find authentic stories from members to inspire others. The contest winners were flown to Jenny Craig’s 2019 commercial shoot in Los Angeles for a week and took part in a professional photo shoot as well as received cash and prizes totaling up to $10,000 each.
The campaign, which includes TV commercials, digital and social ads, is part of Jenny Craig’s continued focus around their most effective program ever, Rapid Results, and highlights Jenny Craig’s chef-crafted, premium foods. Jenny Craig claims to be the first national commercial weight loss company to integrate the concept of following the body’s circadian rhythm and other supporting research into their program, to help optimize metabolism and accelerate weight loss.
Marketdata Commentary
Jenny Craig, with this campaign, is choosing to go with regular people spokespersons rather than celebrities, in contrast to NutriSystem and Weight Watchers. This saves money, but it may limit the clout they achieve with potential customers. CEO Monty Sharma seems to want to avoid making a splash with big marketing investments.
Readers can find the complete Pres Release here:
prnewswire.com/news-releases/jenny-craig-launches-2019-campaign-featuring-successful-members-300769431.html.
Note: Marketdata, the operator of DietBusinessWatch.co, is now updating its best-selling market research study entitled: “The U.S. Weight Loss & Diet Control Market, with a release scheduled sometime in Jan. 2019. Learn more about this and other weight loss reports, consulting, and custom research services at: marketdataenterprises.com/diet-market-our-specialty/.