Jenny Craig Campaign Reunites Kirstie Alley with Cliff & Norm on ‘Cheers’ Set
Jenny Craig Showcases Member Success Stories in 2016, Announces New Foods, Introduces Starter Kits
Carlsbad, CA (January 5, 2016) - Jenny Craig, a leader in the weight loss industry, today announced details of a new marketing campaign featuring their celebrity spokeswoman and successful member, Kirstie Alley. In the new TV, print, and digital ads launching this month, Alley returns to the set of the popular TV show “Cheers,” to show off her 50 pound weight loss* to former cast members Norm (George Wendt) and Cliff (John Ratzenberger). In the spot, entitled “I’m Back,” Alley riffs with Cliff and Norm as they discuss her success with the Jenny Craig program—thanks to her personal consultant and range of healthy food options. The campaign marks the first time the trio have reunited on-set of the award-winning show.
Simultaneously, the brand will be introducing a campaign series highlighting real member successes across all marketing channels. The first ad to launch is entitled “Thank You” and highlights member Sloane’s weight loss journey and how her family has been positively impacted by her weight loss. The ad explores what her husband and son would say to the real Jenny Craig.
Also in 2016, Jenny Craig will be introducing a variety of new breakfast, dessert and entrée items which are featured in the campaign creative, along with a retail strategy with a new Weight Loss Starter Kit (sold exclusively at Walmart).
“Our 2016 campaign is a strategic continuation of a direction that continues to be successful for us and ties back to our core brand positioning – our personal consultants and our healthy, portioned food. We continue to stand apart in a competitive landscape by staying true to the supportive, personalized experience we offer our members and removing the worry that comes with having to count, track and measure food. We never lose sight of the importance of ensuring our members get the dedicated support they need so that ultimately they can succeed with their weight loss goals and have a healthy relationship with food,” said company CEO and President Monty Sharma.
Alley partnered with Jenny Craig in 2014 [with an acquisition of her Organic Liaison] and first revealed her 50 lb. weight loss* in a January 2015 spot. The award-winning actress credits her weight loss success to Jenny Craig’s unique, in-person one-on-one support and delicious, nutritious foods. “I feel great, I finally feel like I’m settling into my real body. But I just realized about myself that I’ve really changed. I don’t want to stuff myself. I don’t want that feeling anymore and I don’t have it with Jenny Craig,” said Alley. “The difference between Jenny Craig and other programs is that everyone gets a personal consultant who knows how to guide you and help you reach your goals. To me, a lot of the foods are better than I would have in my favorite restaurants, and that’s a big deal because you should enjoy food.”
‘The Moment’ Campaign Highlighting Member Success
Building on the momentum of 2016, Jenny Craig is expanding upon its successful member-based campaign with the theme of ‘The Moment’. The campaign will feature real Jenny Craig members sharing their personal “I’m ready now” moment, the instant they realized they were ready to take control of their health and weight. The ads showcase the members’ personal stories and triumphs they experienced throughout their journey. A common thread among the stories is the realization that there was a tipping point where each member recognized they needed to make a change in their lives and each reached out to Jenny Craig for its simple program based on a dedicated personal consultant and delicious food. The 2016 campaign will launch with “Thank You” featuring Sloane and her family.
“In our campaigns we are proud to showcase success stories across a wide range of members and, this year, we are thrilled to serve up a nostalgic twist, which we know will resonate with our core demographic,” said Mike Raymond, chief marketing officer of Jenny Craig. “Our 2016 theme builds on our brand promise of being there when we are needed and offering the personalized support and tools we know are needed to succeed.”
New Foods for 2016, New Starter Kit & Organic Liaison
Jenny Craig will kick off the new year by introducing a variety of new food items, expanding on their international offerings and introducing new categories to the menu such as a new Southwest Style Chicken Salad Topper. The new menu items include Mexican and Asian-inspired foods like Chicken Burrito, Kung Pao Beef, and White Bean Chicken Chili, as well as breakfast and dessert items such as Apple Cinnamon Oatmeal and Lemon Cake. These items will be featured along with other Jenny Craig favorites in the new creative.
Jenny Craig will also be introducing a new retail weight loss starter kit at Walmart featuring 5 days of nutritious, portioned foods along with snacks and shakes.
The Company purchased Organic Liaison in 2014. Organic Liaison, started by Kirstie Alley, offers products that complement the Jenny Craig program. Three of Organic Liaison’s products, Organic Liaison’s Rescue Me, Organic Liaison’s Release Me and Organic Liaison’s Nightingale, are available for sale at Jenny Craig centers and can be purchased online.
About Jenny Craig:
Jenny Craig is a clinically proven and recommended weight loss program designed to provide structure and support to help members lose weight and learn how to keep it off. The program takes a holistic approach to weight loss and maintenance, focusing on food, body and mind. Jenny Craig’s award-winning, nutritionally-balanced menus include nearly 100 menu items, including entrees, desserts and snacks developed by Registered Dietitians, nutritionists and culinary experts. Every member is paired with a dedicated consultant who provides them with one-on-one support to identify their challenges and goals, and helps them to create personalized weekly meal and activity plans. Consultants provide education on behavioral skills, portion control and how to have a long-term successful relationship with food. Jenny Craig’s comprehensive approach to weight loss is available to members in person or by phone with Jenny Craig Anywhere. Jenny Craig, based in Carlsbad, Calif., is one of the world’s largest weight loss and weight management companies, with approximately 600 company-owned and franchised centers in the United States, Canada, Australia, New Zealand and Puerto Rico with approximately 2,500 consultants worldwide.
*Results not typical. Members following our program, on average, lose 1-2 lbs. per week.
About Kirstie Alley:
Kirstie Alley has emerged as one of the great actresses of her generation, proving time and again that she is capable of great depth and range, as well as possessing a comedic timing second to none. Her work in television has earned her six Golden Globe® and eight Emmy® Award nominations. She has won a Golden Globe, two Emmys and two People’s Choice Awards. Alley was most recently seen on TVLand’s “Kirstie”, where she served as both star and executive producer. In 2005, Alley co-wrote and starred in Showtime’s critically acclaimed comedy “Fat Actress.” She also played the title character in the NBC sitcom “Veronica’s Closet” and served as executive producer for the series. In 1994, Alley showcased her dramatic range starring in the CBS TV movie “David’s Mother”. In 1987, Kirstie joined the cast of the long-running hit NBC sitcom “Cheers” as the neurotic Rebecca Howe. Alley made her feature film debut in 1982 in “Star Trek II: The Wrath of Khan,” in which she played the beautiful Vulcan officer Lieutenant Saavik. In 1999, Kirstie starred in the dark comedy film “Drop Dead Gorgeous,” the cult-classic mockumentary that follows contestants in a beauty pageant in Minnesota. Kirstie starred in Woody Allen’s “Deconstructing Harry” in 1997, and then starred alongside longtime friend John Travolta in the hit film “Look Who’s Talking.” The successful film spawned two more movies in which Kirstie starred: “Look Who’s Talking Too” and “Look Who’s Talking Now.”