Weight loss company Jenny Craig has re-enlisted actress Kirstie Alley as a spokesperson after the actress dropped 50 pounds with the program in 2014.
A new TV spot breaking Jan. 12 stars Alley as a fairy godmother who helps a woman get started on her weight loss journey. Alley highlights weight loss success through the "simple" Jenny Craig Program which she says doesn't have the "counting, tracking and worrying over every meal." (Clearly a slam against top competitor Weight Watchers’ point system.)
Alley’s wand reveals her new slimmer best self, her consultant and a table filled with new and favorite Jenny Craig foods.
The 63-year-old actress previously was a company spokesperson from 2004 to 2007 when she lost 75 pounds with Jenny Craig. This time around, she only planned to lose 30 pounds but decided to keep going, dropping from a size 12-14 to a size 6-8.
Jenny Craig is simultaneously launching a new campaign entitled "The Moment," which will span TV, digital and PR, highlighting real member successes, along with new foods and shakes.
"Through our campaigns launching in January, we are proud to showcase different kinds of success ranging from a celebrity to real members – this underscores the difference Jenny Craig can make," said Mike Raymond, chief marketing officer of Jenny Craig, in a release.
Alley will also appear across Jenny Craig's digital and social properties and in public relations activities. She was on NBC’s “Today” show on Jan. 5 and is on the cover of People magazine this week.
“The Moment” campaign will feature real Jenny Craig members sharing their personal "ready now" moment, the moment they realized they were ready to take control of their health and weight and join Jenny Craig. A common thread among the stories is the realization that there was a tipping point where each member recognized they needed to make a change in their lives and each reached out to Jenny Craig for its simple program based on a dedicated in person consultant and delicious food.
In addition to the spots airing on television and in print, the campaign will be fully integrated into the brand's digital properties, including social media and videos, as well as PR. Consumers can view the videos of Jenny Craig members sharing the "moment" when they decided to start their Jenny Craig weight loss journey, and share their own with the hashtag #TheMoment.
The company is also introducing more than 20 new food products to the brand's structured program including healthier versions of favorite foods and global flavors, plus seasonal items.
Along with the Jenny Craig foods offered, consultants encourage members to use the Volumetrics Approach to enhance meal plans and help with satiety. Lower-calorie foods such as fruits, non-starchy veggies, salads and broth-based soups are part of the program and add more satisfaction throughout the day.
During Alley’s hiatus from the company, she started her own diet program called Organic Liaison, which Jenny Craig subsequently purchased in 2014. Starting this month, three of Organic Liaison's nutraceutical products, Organic Liaison's Rescue Me, Organic Liaison's Release Me and Organic Liaison's Nightingale, are available for sale at all Jenny Craig centers and can be purchased online.