The word "diet" can be interpreted in many different ways. Some people see it as a way of life, while others use it sparingly, for special events or holidays. Either way, a diet involves dedication, hard work, discipline, and the knowledge of food. Not everyone has those things. Not everyone wants those things. So how does Jenny Craig® do it? Jenny Craig® has taken great efforts to keep its company at the top. It has done a nice job - Using different celebrity spokespersons. Jenny Craig® chooses friendly, lovable, funny, overweight, and well-known faces as figures to diet alongside the client. Jenny Craig®'s spokespeople are much more involved in the promotional campaigns; along with appearing in commercials, celebrity endorsers also write blogs to the official Jenny Craig® website. The blogs, commercials, status updates, and personal words creates motivation amongst viewers.
They target their audience through the qualities and personalities of their spokepersons. They target both men and women, bringing comfort to all sexes. 2010 has already given Jenny Craig® celebrities, such as Jason Alexander, Sara Rue, Valerie Bertinelli, and Nicole Sullivan. The continuous flow of new spokepersons is a great tactic for the diet company's business. Viewers are able to watch a success story and be motivated to diet alongside the next success story.
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