Reinventing How a Brand Does Business
Positioning Strategy
eCommerce Strategy
Website Redesign
Packaging
DRTV
Online Advertising
Market Research
Jenny Craig, the venerable weight loss company, first opened its doors in 1983. While diet fads have come and gone since then, Jenny Craig has always relied on the latest science to ensure its plans deliver proven results.
The problem was, the business and marketing approach hadn’t kept up with consumer expectations for doing business today. Jenny Craig relied on TV advertising, its retail footprint, and a call center for sales and service. At the same time, legacy competitors were successfully evolving their business models and a growing set of digitally-native start-ups marketed their new offerings aggressively. The brand’s future was at risk – a threat heightened because of the pandemic’s impact on in-person retail. Jenny Craig turned to GlueIQ to help pivot the business and modernize its marketing.
Taking the Struggle Out of Taking Control.
Jenny Craig was in a 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 – especially as those needs change throughout the pandemic. Our approach was three-fold. First, triage the business and turn eCommerce from an afterthought into a growth engine. Second, establish a foundation for brand renewal. Third, execute an action plan and optimize for performance.
Solution
At the core, the brand is now unified around the purpose of changing lives for the healthier. The marketing strategy turns nearly 40-years of Jenny Craig heritage from being associated with old and dated to being a brand that’s experienced and proven. Jenny Craig is positioned for all those real people – emphasis on “real” – who simply want to find the right weight loss program with proven results.
The work comes to life based on an empowerment and enablement insight that weight loss success transforms both how you see yourself and how the world sees you. This reflects the premium nature of the Jenny Craig brand. The messages balance the emotional and rational elements of a topic that is sensitive for many, while striking an encouraging tone for taking control.
Transformative Campaigns
In this series of commercials, we demonstrated the power and promise of Jenny. The first tapped into the insight that many people hadn’t seen one another since the start of the pandemic, and Jenny was there to help with re-entry into the world. The next was a first-of-its-kind concept that featured reality star Brittany Cartwright engaging with two future versions of herself – three months and six months into her weight loss journey. Over six months we followed her story in real time and brought ‘before and after’ to life like never before. In the third concept, “Diet Starts Monday,” we flipped the common procrastination phrase on its head to shift perception ad show how Jenny Craig is nothing like a traditional diet.
Stories That Matter
The physical transformations that result from Jenny Craig can be jaw-dropping, but it’s hearing actual stories of how people’s lives are changed that truly make an impact on others. GlueIQ helped bring these truths to life in an authentic, unabashed way to make inspired, real people stories accessible to real people everywhere. From finally being able to fully play with the kids again to rediscovering romance in a marriage, these changed lives shared personal experiences successes beyond the scale to strike an emotional chord with audiences.
Initial concepts for the total redesign of Jenny Craig packaging
