On January 5 of this year — the Monday after New Years and the official start of diet season 2015 — Jenny Craig announced that Kirstie Alley had achieved a remarkable 50 lb. weight loss* since rejoining the program in 2014. Alley, who had initially wanted to lose 30 lbs., decided to keep going with the simple, scientifically proven approach of Jenny Craig — which combines delicious food with the one-on-one support of a dedicated personal consultant.
A new spot highlighting Alley’s 50 lb. weight loss* reveal, created by LRXD, began airing the following week. In it, Kirstie highlights weight loss success through the simple Jenny Craig Program without all of the counting and tracking that can come with other weight loss programs.
Simultaneously, Jenny Craig launched the LRXD-produced campaign, entitled “The Moment,” spanning TV, digital, print and PR — and highlighting real member successes and inspiration for those who might be looking to get started. The new brand positioning brought to life in the campaign recognizes that there’s a single moment — that moment when you decide “I’m ready, I’m starting today” — that offers an immediate sense of relief. It’s in that moment when you truly believe you can succeed — and Jenny Craig is there to ensure that you do.
Read more about the campaign in Adweek.
*Members following the Jenny Craig® program, on average, lose 1-2 pounds per week.