Jenny Craig / Kirstie Alley
CAMPAIGN OBJECTIVES
- Increase brand recognition and awareness in order to jump-start stagnant sales over a several year decline
- Convey key messages regarding meal plan and program elements to key consumers
BURNS’ ROLE
- Partnered with Jenny Craig to establish program goals
- Leveraged Burns CelebrityVaultTM to select female actresses struggling with their weight
- Identified over 100 male and female celebrities that fit the brand’s criteria.
- Led all negotiations and drafted offer letters and contracts
CAMPAIGN OVERVIEW
- Burns leveraged our close relationship with Kirstie Alley’s team to broker a face-to-face meeting between Kirstie and the client to discuss a partnership with Jenny Craig
- Integrated 360º campaign with executions featuring Kristie Alley in TV, print, online and PR.
RESULTS
- 120% increase in sales across 2005 & 2006
- The advertising campaign using actress Kirstie Alley had been wildly successful, nearly doubling the number of Jenny Craig clients
- Media placement on such outlets as: The Oprah Winfrey Show, USA Today, People Magazine, US Weekly, Access Hollywood and many more
- Following Kirstie Alley’s appearance on The Oprah Winfrey Show, Jenny Craig Weight Loss Centers located in the United States and North America experienced an 81% increase in the number of phone calls inquiring about the Jenny Craig weight management program
Brands hire Burns Entertainment & Sports Marketing to help deliver their most important messages to their most important audiences, from brand positioning to product launches to global campaigns, to drive affinity, sales, share and profits. Our expertise in the world of celebrity and pop culture — who’s hot, who’s not, and how to leverage talent across the marketing mix — has produced unparalleled brand success for 41 years.
