Jenny Craig ditches celebrity ambassadors in favour of real-life success in brand overhaul

Slimming brand Jenny Craig is taking a “new creative direction” in its latest campaign called ‘The Numbers’ which sees the end of celebrity endorsements and focus on real-life success stories, as part of a brand overhaul from Melbourne agency Truly Deeply.

The changes come as the brand has been bought out by a US private equity firm, with Truly Deeply creating a new TVC, which features a lot of statistics about the brand ending with “lots of numbers, but what mater is the relationship with you and your Jenny”.

Previously the brand as used celebrity ambassadors including Mel B and Barry Humphries’ alter-ego Dame Edna Everidge. In March Magda Szubianski was signed as an ambassador, although that arrangement ended in early September.

The brand has also overhauled it menu and range.

Brand Manager Eugénie Rutherford said in a statement: “At Jenny Craig, we believe you should always strive to be the best that you can be. We want that for our clients and expect that from ourselves. To make sure we are at our best, we’re making some changes for the better that we know our clients will love.

“Based on client feedback, Jenny Craig is taking steps to improve the menus by creating tastier, nutritionally balanced meals. The seventeen new Dietitian designed meals and snacks are the first of many to be introduced, and the TVC that highlights our proven success is testament to our program efficacy.”


Client: Jenny Craig

Agency: Creative – Truly Deeply; Production – Chocolate

Digital: ONQ

Media: PhD


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