SOURCE: Jenny Craig

Jenny Craig

August 12, 2013 09:00 ET

Jenny Craig Breaks Away From Category Cliches With the Launch of New "Eat. Live. Jenny." Campaign

The Weight Loss Leader Debuts New Advertising With a Simple, More Focused Message

CARLSBAD, CA--(Marketwired - Aug 12, 2013) - Today, Jenny Craig, one of the world's largest weight loss companies, launches the "Eat. Live. Jenny." campaign. Using a new, light tone, the campaign focuses on the core elements of the Jenny Craig program: great food, a personal touch, and proven results. As the first advertising campaign launched under new Chief Marketing Officer Leesa Eichberger, the brand turned to creative agency Havas Worldwide New York to help create the new campaign.

Breaking away from traditional tactics, Jenny Craig's new campaign takes a more authentic approach to directly connecting with women seeking a simpler approach to the roller coaster weight loss journey. Without the bright lights, celebrity spokespeople and requisite "before and after" imagery, Jenny Craig aims to stand apart from the category clutter with straightforward messaging that shows specifically what Jenny Craig offers. By reeducating women on portion control, nutritionally balanced food and one-on-one consultations with Jenny experts, the brand is stripping it down to the basics and making weight loss simpler.

"At Jenny Craig, we understand weight loss isn't easy. We also recognize our program is different because we simplify the weight loss journey," said Leesa Eichberger, Jenny Craig CMO. "The new campaign is designed to demonstrate this simplicity clearly and without a lot of hype by focusing on what we do best: great food and one-on-one support. The Jenny Craig customer is a woman who is used to succeeding at everything she does. With Jenny Craig, she's given proven and effective tools to help her succeed in her goal of leading a healthy life."

About Jenny Craig
Jenny Craig's program is designed to help you manage your weight by creating a healthy relationship with food, building a fun, active lifestyle and developing a balanced approach to living. Our mantra is: Eat Well. Move More. Live Life.

Our model is like no other weight loss company. Jenny provides weekly personal consultations that are tailored to you. We teach portion control, provide motivational techniques for stressful situations like social gatherings and dining out, and provide fun ways to incorporate activity in a daily basis and frankly, provide a person in your corner to champion your successes each week. Jenny's nutritionists work with food scientists to create more than 80 delicious Jenny's Cuisine™ menu items. Jenny's program is available in-center and our at-home program, Jenny At Home for easy access, whenever, wherever.

Jenny Craig, based in Carlsbad, CA, is one of the world's largest weight management companies, with more than 600 company-owned and franchised centres in the United States, France, Canada, Australia, New Zealand and Puerto Rico. Jenny Craig has more than 3,500 employees and celebrated their 30th Birthday in 2013.

About Havas Worldwide
Havas Worldwide, formerly known as Euro RSCG Worldwide, is a leading integrated marketing communications agency and was the first agency to be named Global Agency of the Year by both Advertising Age and Campaign in the same year. The Havas Worldwide network is made up of 11,000 employees in 120 cities and 75 countries, with 316 offices and provides advertising, marketing, corporate communications, and digital and social media solutions to clients, including Air France, BNP Paribas, Citigroup, Danone Group, IBM, Kraft Foods, Lacoste, Merck, Pernod Ricard, PSA Peugeot Citroen, Reckitt Benckiser, Sanofi, and Volvo. Headquartered in New York, Havas Worldwide is the largest unit of the Havas group, a world leader in communications (EURONEXT PARIS: HAV.PA).

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