I was creative director on Jenny Craig where my team and I helped Jenny Craig in its fight for relevance. It not only needed to refresh what it said, it also needed a new approach to how it behaved as a brand and start engaging with consumers on their terms. The strategy was to unify the brand around the purpose of changing lives for the healthier. We put an emphasis on “real”. Real ingredients with real results and there’s 40 years of proof to back that up. So we positioned the brand to speak to all those people who wanted to “Take Control” and find the right weight loss program that can deliver proven results.
The work came to life as a robust marketing ecosystem. Staring with a brand revamp and complete ecommerce overhaul. The new look and feel and new messaging platform came to life across Direct Response TV, online advertising, paid social, email marketing and in-store. We also helped Jenny Craig launch a new product innovation “Rapid Results Max” from the ground up. In which we created a new brand and launched a fully integrated marketing campaign that urged consumers to “Live their lives to the MAX”.