Jenny Craig Inc. has a boost in its promotions department thanks to a deal with actress Kirstie Alley, who will appear in a new campaign promoting the weight-loss program.
The deal comes in response to statements Alley made that she wants to lose the weight that prompted a new, seven-episode Showtime series, Fat Actress. Jenny Craig, Inc. offered Alley and 10 of her friends the chance to participate in the program. Alley’s goal is to lose more than 50 pounds through the program.
Despite the media blitz surrounding the actress, Alley won’t serve as a company spokeswoman. Instead, the former Cheers star will appear in TV commercials describing her weight-loss journey and personal experience with the Jenny Craig program. TV spots are scheduled to air Jan. 10, which J. Walter Thompson of New York will produce and create.
Consumers can further follow Alley’s weight loss online. As part of the campaign, Alley will post weekly log entries on Jennycraig.com, a company spokesperson said. Jenny Craig Inc. will promote Alley’s campaign in its centers nationwide through window clings, banners and signs.
Television, Internet and in-store materials support the campaign. Jenny Craig is also mentioned as a voice placement on one of the upcoming episodes of Fat Actress.
This week, Jenny Craig, Inc. started a new campaign airing home videos in which everyday people share their own weight loss success stories. The campaign runs through mid January until Alley’s TV spots begin.
Alley’s Showtime series premieres in March.
Based in Carlsbad, CA, Jenny Craig, Inc. is one of the world’s largest weight management companies. The company has 480 centers throughout the United States.
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