Jenny Craig
Jenny Craig had always had name recognition, but their brand didn’t really stand for anything. Their “before and after” style of advertising had been working, but they weren’t creating any brand loyalty. We convinced them to stop focusing on the number of pounds clients could lose, and start focusing on how good they could feel by taking care of themselves. Jenny Craig was missing a higher order benefit and this Print & TV campaign delivered it.
This was one of the first spots they ever ran without a before and after picture and it was one of Jenny Craig’s most successful commercials that year.