Dame Edna is new brand ambassador of Jenny Craig with pledge to shed 15 kilos
Weight loss brand Jenny Craig has announced as its new brand ambassador Dame Edna Everage and ‘her manager’ Barry Humphries.
The deal sees the brand launch the Edna Forever campaign.
Part of the campaign is a pledge from Everage to shed 15 kilos before embarking on a farewell tour.
Dame Edna said a press release: “Possums, Barry and I both appreciate the influence we have over our adoring public. Just like the Beckhams, people follow and copy our every move. And lately, well let’s be brutally honest, we’ve let ourselves go and haven’t been good role models.”
Humphries said, “I have a problem with food and I’m not ashamed to admit it. Don’t forget if you’re fat, you’re sick. There’s no shame in a man getting help. It’s a shame if you don’t!“
The campaign will cover Everage and Humphries’ weight loss over a number of months and will be PR driven, with a TVC and print component as well as promotions at point of sale.
Everage joins Mel B as Jenny Craig ambassadors. The brand was recently at the centre of a backlash for its sponsorship of 2Day FM and the Kyle and Jackie O show.
Credits
PR: AC Agency
TVC Production: Jenny Craig
Media agency: Mindshare
Good lord save us! I understand that she/he is then going on the Kyle & Jackie O show to promote it. Woopy do for them. How low. Things people are willing to do for a buck these days.
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A has-been “star” promoting a has-been company.
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All for it.
Barry Humphries can align himself and his charge: Edna, with the most ridiculous promotions and brands (anyone remember the MAC makeup venture?) but it does nothing to harm his (or her) cred. So why not – he’s 78 for goodness sake!
Call it “low” or call it “out of the box” the fact is we’re already talking about it and I’d sooner sit through a 30 second spot with Edna all over it than a bosomy C-list soap star.
Mel B’s “Booombada boombada – toit toit toit toit toit” line still has me in stitches…
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Seems like Jenny Craig has already won – with the brains trust that have this site bookmarked as a favourite already talking about it – surely the masses (because we are so good we talk about them first) will follow. They scored a notable talent and created advertising that will cut through. What’s the problem Hoin & Kate? Sorry you didn’t think of it in your boring, junior level $65k pls a year “advertising gig” where only the cleaner notices you?
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Hoin, I’ve stacked your lifetime’s body of work up against Barry Humprhies/Edna Everage’s. You lose.
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Dame Edna a has-been?
Selling out multiple theatres at prices ranging from $99 to $199 around Australia..
She’ll make more money in one city (probably one night) than Hoin (number 2 commenter) would make in a year.
That said, I hope the TVC is funnier..
And I too like the Mel B ad – she’s looking great now (mind you I bet she has a personal trainer etc and not just Jenny
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