New Jenny Craig Campaign Reunites Kirstie Alley with the Cast of 'Cheers'
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 created by Denver based advertising agency LRXD, 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.
Associate Creative Director: Mandy Stevens
Chief Creative Officer: Kelly Reedy (CEO) & Eric Kiker (CSO)
Creative Agency: LRXD
Integrated Producer: Kristen Del Calzo
Music and Sound
Music Production: Audio Network and APM
Producer: Kristen Del Calzo
Sound Design: Rocky Mountain Recorders, Denver
Edit Company: Idolum, Denver
Editor: Robin Schmachtenberger
Post Production / VFX
Post Production House: Humble TV, Los Angeles
Director: Rudi Schwab
DOP: Pascal Lebegue
Executive Producer: Eric Berkowitz, Persis Koch, Shannon Lords
Head of Production: Chris Spanos (LA)
Line Producer: Dana Discordia
Production Company: Humble TV
Production Manager: Dana Eudaily
Category: Beauty/health , Health care