Campaign: Jenny Craig Launches ‘The Numbers’

Campaign: Jenny Craig Launches ‘The Numbers’

In an average year, Jenny Craig helps more than 80,000 clients across Australia and New Zealand to reach their ideal weight.

To demonstrate this success, the brand has launched a new TVC called ‘The Numbers’, which highlights the effectiveness of the program through results, signaling a new creative direction for the company.

The TVC features Jenny Craig success stories from a range of ages and demographics, and highlights the numbers involved behind the scenes that make the program so successful.

Having recently being purchased by a US private equity company with a focus on health and wellness brands, there has been a renewed focus on strengthening the quality of the Jenny Craig product and service offering.

‘The Numbers’ campaign coincides with the release of the first of many new and improved menu items as well as a complete redesign of the Jenny Craig product packaging. Melbourne agency Truly Deeply have been enlisted to overhaul the brand to highlight the renewed focus and better represent the personality of the brand and the important role of the consultant.


Jenny Craig brand manager Eugénie Rutherford confirms the changes are just the beginning for the brand, as a company, they are excited about the new direction.

“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,” Eugénie continues.

Jenny Craig’s mission is to provide a personalised weight management program that supports and empowers clients to achieve and maintain their weight loss goals.

‘The Numbers’ TVC will air across paid and free-to-air networks from October 5 – November 2014.

Agency Credits

Client: Jenny Craig

Agency: Creative – Truly Deeply; Production – Chocolate

Digital: ONQ

Media: PhD


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