Magazine article Marketing

Marketing Mole: We'll Call You - Jenny Craig

Magazine article Marketing

Marketing Mole: We'll Call You - Jenny Craig

Article excerpt

Mole's imaginary husband has been putting on a few pounds recently, which prompted a real-life call on his behalf to the weight-management and nutrition brand.

Mktg: Hi, I'm calling up on behalf of my husband, he's keen to lose a bit of weight. I was hoping you'd be the right thing for him, but I don't know how to describe how it will work for men.

Jenny Craig: Is your husband there?

Mktg: No, he's not, I'm just making the call because I think he feels a bit shy about it all.

JC: Ah. It is quite personal, so I understand. What sort of questions do you have?

Mktg: Could you explain what the diet is and how it works? My husband has seen reports in the papers with Mariah Carey and lots of female celebrities, which makes him think it's a bit girly.

JC: Oh yes, of course. With the programme we find that men lose weight more efficiently than women. Food is delivered to your home, so it's easy. All you need to do is add fruit, veg and dairy. You get your own experienced weight-loss consultant, who guides your husband to lose weight and to keep it off. This is why 5m Americans have been successful with Jenny Craig over the past 10 years. It's not a diet, it's a weight-management programme. How much weight does he want to lose?

Mktg: He's looking to lose a couple of stone, I suppose. …

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