Bringing a Brand Back from the Brink

Founded in 1983, Jenny Craig, the weight loss industry veteran, has consistently relied on science-backed plans for proven results, weathering the rise and fall of diet fads. However, their business and marketing approach lagged behind modern consumer expectations. Jenny Craig relied heavily on TV ads, physical retail locations, and a call center, while competitors embraced evolving models and digital upstarts aggressively marketed new offerings. The pandemic compounded the risk to the brand's future with its impact on in-person retail.

Our team at Glue undertook a digital transformation. We revitalized the outdated online experience and crafted a more engaging content strategy. Lighter tones, modern typography, and candid photography (when possible) presented Jenny Craig as a relatable, honest, and approachable partner in weight loss.

Some results:

• +8% Increase in Brand Consideration

• 80% YoY New Customer Growth

• 200% Media Efficiency