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.
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.
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. The 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.
Go-to-market plans now include a robust mix of digital channels for better audience targeting and remarketing campaigns. The Jenny Craig story comes to life across a marketing ecosystem that’s orchestrated to combine Direct Response TV, online advertising, paid social, email marketing and in-store. Work drives to the redesigned JennyCraig.com as part of this new eCommerce first approach to acquisition and retention. New meal bundles and pricing strategies now help Jenny Craig broaden its appeal without cannibalizing sales of the premium plan.
For a category where sales are heavily correlated with media spend, the refreshed brand and digital-first go-to-market approach still out perform historical benchmarks with significantly higher media spend. This more efficient and effective marketing reinvention has given new life to the Jenny Craig business and brand.