Integrated Kirstie Alley Marketing Campaign Takes the Gold for Jenny Craig

    CARLSBAD, Calif., June 12 /PRNewswire/ -- Just in time for the release
 of their latest Kirstie Alley commercial, Jenny Craig announced today that
 the company has won the Gold EFFIE Award in the Recruitment Advertising
 category for their "Have You Called Jenny Yet?" campaign. Based on the
 effectiveness of strategy, creative media and research to achieve great
 results, this prestigious advertising award follows a series of successes
 for the company since Kirstie Alley became their celebrity client in 2005.
     Reflecting Jenny Craig's upbeat and compassionate approach to weight
 loss, the breakthrough campaign has focused on Ms. Alley's witty and
 self-effacing personality. The campaign has broken the mold in an industry
 where commercials have often been based on outlandish "magic bullet" claims
 - and viewers have responded by enrolling in the Jenny Craig program in
 record numbers. Jenny Craig was acknowledged by the EFFIE awards for the
 time period covering the first six months of the campaign.
     "The EFFIE Award marks another milestone of excellence and achievement
 for the company," said Scott Parker, Vice President, Marketing of Jenny
 Craig. "This award solidifies what we have already known about the
 effectiveness of our campaign and the value of having Kirstie Alley as our
 star client. We are glad to have Kirstie on board for her second year. As
 Kirstie says, "It is an amazing partnership."
     For clients Lori Smith and Giselle Clarke-Edmead, the award-winning
 campaign means a shot at stardom. After participating in an extensive
 casting call in Los Angeles in early March, Clarke-Edmead and Smith were
 selected to appear in the latest of a series of new Jenny Craig commercials
 featuring Alley. The humorous spot titled "Pool Boy" is slated to begin
 airing in Canada and the U.S. June 12.
     "Including non-celebrity clients who were empowered and motivated by
 Kirstie is the impetus behind our latest series of commercials," added
 Parker. "As Kirstie has taken on her new role as mentor, our marketing
 campaign has focused on the power and momentum of that concept. If proven
 effective, as we believe it will be, this phase of our ongoing campaign may
 make us a contender for next year's EFFIEs, as well."
     The EFFIE's are the only awards that evaluate how effectively companies
 reach their intended audience. J. Walter Thompson is the advertising agency
 that developed the, "Have You Called Jenny Yet?" campaign in partnership
 with Jenny Craig.
     About the EFFIEs
     All EFFIE judging is systematic and thorough, with final scores based
 two- thirds on results achieved and one-third on creativity. For the final
 decisions, some 150 senior advertising and marketing executives spent three
 days reviewing detailed campaign case studies with a variety of creative
 executions. The EFFIE awards, now in their 37th year, were held at the
 Marriott Marquis in New York.
     About Jenny Craig
     Jenny Craig is committed to a personalized approach to weight loss by
 offering clients a one-on-one weekly consultation and a customized weight
 management plan designed to optimize individual success. The Jenny Craig
 program is a comprehensive "Food-Body-Mind" solution that helps clients
 manage their weight by creating a healthy relationship with food, building
 an active lifestyle and developing a balanced approach to living. Jenny
 Craig, Inc., based in Carlsbad, CA, is one of the world's largest weight
 management companies, with approximately 640 Centres in the United States,
 Canada, Australia, New Zealand, and Puerto Rico.
 
 

SOURCE Jenny Craig