Jenny Craig, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Carlsbad, California, Jenny Craig, Inc. is one of the world's largest classroom diet firms and weight-control companies. As part of Nestle, Jenny Craig offers a wide range of weight management services including counseling, diet plans and exercise routines.
|Main Telephone||(760) 696-4000|
|Main Fax||(760) 696-4108|
Jenny Craig, Inc. ContactsContacts (4)
|Monty S.||Chief Executive Officer||CA|
Sample of Associated Brands
|Doug B.||President, North America Field Operations||CA|
|Kristina K.||Manager, CRM & Digital||CA|
|Marissa B.||Public Relations Manager||CA|
|Jenny Craig, Inc.||*******|
|Jenny Craig Weight Loss Centers||*******|
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Direct Response Opps: Jenny Craig lands new CMO, also leads Curves' marketing
Subject: TV, print, online advertising, sponsorship, cause marketing
Company: Jenny Craig, struggling weight management company.
Opportunity: Recently promoted Mike Raymond to CMO of welcomed back as spokeswoman and a new TV campaign featuring the actress launched. Expect traditional spending behind both brands to continue as Jenny Craig combats rivals Weight Watchers and Nutrisystem in the struggling weight management category.
Experience: Raymond was Curves’ president from 2005-2011. He briefly retired and returned in Oct. 2012 as VP of marketing. He succeeds Leesa Eichberger, who was Jenny Craig’s CMO from March 2013 to May. She told us in April 2013 that Jenny Craig views itself as a challenger brand that cannot rely solely on giant budgets to outperform larger rivals (research here).
Marketing Strategy: Jenny Craig engages consumers through an integrated mix of TV, social media, print, search, display, direct mail and email. Sponsorship is also used to engage women in authentic ways. For example, last year Jenny Craig had a Heart Walks” nationwide.
Target Customer: Historically, 90% of Jenny Craig’s target is women, many of whom come to the brand after trying and failing with other diets. A top priority for both Jenny Craig and Curves is attracting a younger demographic. In January, Curves introduced “Curves Workouts with Jillian Michaels” and it offers Zumba classes, as well.
Agency Relationship: Jenny Craig tapped Generator Media handles media planning and buying for Jenny Craig and Curves.
Media Spend: Jenny Craig’s paid media strategy skews towards cable TV buys. iSpot.tv reports that Jenny Craig has allocated $21 million towards TV since January, representing 7.5% share of voice (SOV) in the Weight Loss category. Jenny Craig’s top network targets are A&E, TLC, Lifetime Movie Network and HGTV, iSpot.tv reports. The weight loss company has spent the most on ads run during “Criminal Minds,” “CSI: Miami,” “The First 48″ and “The Andy Griffith Show.”
Similarly, Curves allocates most of its ad budget to TV, though it spends much less annually than Jenny Craig. According to iSpot.TV Curves has spent $7.6 million on TV ads since January. Curves’ top network targets are Lifetime Movie Network, A&E, TV Land and Lifetime, and it has spent the most on ads run during “Criminal Minds,” “The Andy Griffith Show,” “The First 48″ and “Law & Order: Criminal Intent.”
Competition: Jenny Craig’s direct rivals include Nutrisystem, Weight Watchers and Medifast, all of which are revamping marketing to better engage women (research launched a new campaign that eschews celebrity spokespeople for regular folks. Also, all of these companies are being forced to adapt to the mobile era, where there's no shortage of free weight loss and fitness tracking apps available.
Jenny Craig, Inc.
5770 Fleet Street
Carlsbad, CA 92008
Chief Marketing Officer – Jenny Craig & Curves