Jenny Craig

Agency: LRXD
Role: Creative Director and Copywriter

Direct response advertising isn’t the sexiest, but it can be authentic. For Jenny Craig, we created effective, call-driving spots centered on real members and their real quotes. To find those members, we held a success story contest, open to Jenny Craig members across the country, and looked over every single inspiring essay and before-and-after photo. Our favorites came with us to Los Angeles to be interviewed on camera.

After the whirlwind production, I took the 5-inch thick transcripts (no joke) and sifted through hours of footage to piece together the perfect story. Thankfully, I worded our interview questions in a strategic way to get our dream quotes to come naturally from a real member. Thanks Past-Ashley. The result?