CLASS CHALLENGE: TAKE A BRAND WITHOUT A STRONG PRESENCE AND BUILD A BRAND AROUND IT.
PRODUCT
Jenny Craig is a program that is designed to structure and support wight loss for members. They focus on food, body and mind and the ability to maintain a healthy lifestyle.
TRUTH
At approximately age 25 people of all gender identities begin to experience a decrease in their metabolic rate; about -4% each year. By age 40 all groups reach a stagnant metabolic rate that only changes with increased exercise or pregnancy.
While weigh gain is often linked to serious physical conditions, including diabetes, hypertenssion and heart disease, it can also contribute to poor mental heath and impair one's quality of life,
STRATEGY:
Reposition Jenny Craig as a service that inspires its users, ages 25-40, to elevate their everyday lifestyles. Users will embrace the physical and psychological strengths they will gain rather than focusing solely on their weight loss.
"WOMEN ARE TWICE AS LIKELY TO EXPERIENCE MAJOR DEPRESSION.." (HARVARD MEDICAL SCHOOL)
CREATIVE EXECUTIONS:
MIRROR TALK:
Mirror Talk video series focuses on self-empowerment and community support. Individuals look themselves in the mirror and describe themselves in three words. Someone close to that person describes their friend/loved one in three words.
THE TIMELESS MARATHON
An untimed run in Los Angeles and New Orleans. The run is geared towards all identities and focus on the mere accomplishment of finishing the run rather than the placement.
By participating in the Timeless Marathon, clients are able to strive for and accomplish a challenging goal. Setting the run as the goal, participants can train and challenge themselves and utilize the resources Jenny Craig. We want Jenny Craig to be a lifestyle that inspires women rather than a short diet program.
JC FOOD TRUCK
The food truck offering a revamped version of the snacks and foods available on Jenny Craig's website will help the food to be more approachable.
LIFESTYLE CARD
When visiting the JC food truck, customers will receive a Lifestyle Card with specific meals for at home applications and a recommended exercise guide.
