Jenny Craig Program
Jenny Craig Program
We’ve all seen the television campaigns featuring Kirstie Alley, the former Cheers actress who has supposedly lost more than 75 pounds since beginning with Jenny Craig. Now, the company has brought on another powerhouse to help sell its message.
Valerie Bertinelli is the actress from such shows as One Day at a Time and Touched by an Angel. But today, she might better be known as the spokesperson for Jenny Craig. She claims to have lost some 30 pounds since beginning with the program and currently writes about it all on her own blog on the company’s website. “I’ve agreed to make my journey public because, despite my life in front of the camera, I am a person just like you,” she says. “No private chefs, no personal trainers on staff…I’m just a busy mom who needs to make some big changes.”
But just how credible are these celebrity endorsements and how much are they helping promote the Jenny Craig program in the eyes of its target market? The U.S. Federal Trade Commission is looking into this very question. According to Brandweek, “The FTC, which some say has gotten more combative of late, is considering tightening the rules, which could affect everything from celebs’ claims about brands on talk shows to fact-checking assertions of weight loss in ads.”
More recently, Queen Latifah was brought on board as another company spokesperson, no doubt in an effort to reach out to an entirely new market. The 37 year old Oscar-nominated star is the latest recruit. “We are thrilled to have Queen Latifah support our mission of improving health by taking her first step toward achieving a more healthful lifestyle,” said a company spokesperson. “Queen Latifah joins forces with Jenny Craig to communicate the importance of how small lifestyle changes, in the areas of diet and exercise, can have positive effects on overall health.”
The effect of such blatant marketing is still to be determined, but what is known now is just how hard the company is working to promote itself in the eyes of a new audience, and audience that looks up to and trusts the advice of celebrities. Queen Latifah, specifically, demonstrates a signal in the shift of the company’s strategy – one from marketing itself as a weight loss company (where Kirstie Alley struggled to fit into a specific dress size), to a healthy living company, one that emphasizes healthy eating, exercise and getting fit over weight loss per se.
The Jenny Craig program is no stranger to the world of celebrity endorsements. It had already signed deals in the past with Cindy Williams and Monica Lewinsky. But the message behind the celebrities is clear: the battle of the bulge can hit anyone no matter what they do, where they live, or how much they make. And, as a universal problem, theirs promotes a universal solution.
Jenny Craig Program
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The program that once used to be known for its prepackaged weight loss foods is now becoming known for something entirely different: celebrity endorsements. Yes, I’m talking about the Jenny Craig program.
We’ve all seen the television campaigns featuring Kirstie Alley, the former Cheers actress who has supposedly lost more than 75 pounds since beginning with Jenny Craig. Now, the company has brought on another powerhouse to help sell its message.
Valerie Bertinelli is the actress from such shows as One Day at a Time and Touched by an Angel. But today, she might better be known as the spokesperson for Jenny Craig. She claims to have lost some 30 pounds since beginning with the program and currently writes about it all on her own blog on the company’s website. “I’ve agreed to make my journey public because, despite my life in front of the camera, I am a person just like you,” she says. “No private chefs, no personal trainers on staff…I’m just a busy mom who needs to make some big changes.”
But just how credible are these celebrity endorsements and how much are they helping promote the Jenny Craig program in the eyes of its target market? The U.S. Federal Trade Commission is looking into this very question. According to Brandweek, “The FTC, which some say has gotten more combative of late, is considering tightening the rules, which could affect everything from celebs’ claims about brands on talk shows to fact-checking assertions of weight loss in ads.”
More recently, Queen Latifah was brought on board as another company spokesperson, no doubt in an effort to reach out to an entirely new market. The 37 year old Oscar-nominated star is the latest recruit. “We are thrilled to have Queen Latifah support our mission of improving health by taking her first step toward achieving a more healthful lifestyle,” said a company spokesperson. “Queen Latifah joins forces with Jenny Craig to communicate the importance of how small lifestyle changes, in the areas of diet and exercise, can have positive effects on overall health.”
The effect of such blatant marketing is still to be determined, but what is known now is just how hard the company is working to promote itself in the eyes of a new audience, and audience that looks up to and trusts the advice of celebrities. Queen Latifah, specifically, demonstrates a signal in the shift of the company’s strategy – one from marketing itself as a weight loss company (where Kirstie Alley struggled to fit into a specific dress size), to a healthy living company, one that emphasizes healthy eating, exercise and getting fit over weight loss per se.
The Jenny Craig program is no stranger to the world of celebrity endorsements. It had already signed deals in the past with Cindy Williams and Monica Lewinsky. But the message behind the celebrities is clear: the battle of the bulge can hit anyone no matter what they do, where they live, or how much they make. And, as a universal problem, theirs promotes a universal solution.
Jenny Craig Program
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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Staging DivaDebra Gould, aka The Staging Diva®, is President of Six Elements Inc., an internationally recognized home staging company. Inspired by many requests from aspiring home stagers wanting to start similar businesses, Gould created the Staging Diva Home Staging Business Training Program. Gould has trained over 1000 Staging Diva Graduates worldwide to start staging businesses. Buying decorating and selling six of her own homes in four years lead to an interest in real estate staging which she turned into a career with the launch of sixelements.com in 2002. Since then she has staged hundreds of homes in addition to teaching home staging training. Gould is the author of several home staging resources including a series of popular ebooks made up of a Design Guide, Color Guide and Portfolio Guide. For more information about Debra Gould visit stagingdiva.com. - Visit Staging Diva's Website |
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