Desired Result

• Increase brand recognition in order to reverse Jenny Craig’s stagnant sales and steady decline by conveying key messages about the meal plan and programs to target demographics

Solution

• Identified more than 100 male and female celebrities from the Burns Celebrity VaultTM who fit the brand’s message and were struggling with their weight
• Leveraged our close relationship with the management of the client’s choice, Kirstie Alley, to set up a face-to-face meeting between Alley and the client to discuss the campaign
• Led all negotiations and contracts on behalf of Jenny Craig