Jenny Craig appoints WE Buchan to handle PR
Integrated communications agency, WE Buchan has been appointed to handle PR for leading weight loss company, Jenny Craig. The win comes after a competitive pitch process and will see WE Buchan lead all PR efforts for both the classic and Rapid ResultsTM programs, including their celebrity ambassador program with Mel B across Australia and New Zealand.
The agency review follows the appointment of Rachel Kosmala as Director of Marketing, who joined Jenny Craig in June to lead the company’s marketing function encompassing, brand, PR, advertising, direct marketing, local area marketing, digital & social.
Originally founded in Melbourne in 1983, today Jenny Craig has more than 700 weight management centres across the world. The program combines individual weight management counseling with a menu of prepared meals and other foods, which are distributed through its centers or shipped directly to clients.
“WE Buchan came to us with a holistic knowledge of the weight-loss space,” explains Rachel Kosmala, Director of Marketing, Jenny Craig. “They fully understood that weight loss is not just about the end destination, but the journey and subsequently delivered a unique strategy and response that was both creative and results-focused.”
“The team’s consumer brand experience combined with their health and wellness offer and passion for our brand made them the right fit for Jenny Craig,” Kosmala said.
Commenting on the win, WE Buchan Managing Director Gemma Hudson said, “The Health and Wellness industry in Australia is on the precipice of significant change, according to WE’s recent Brands in Motion research. We’re absolutely delighted to work with Jenny Craig and we’re excited to elevate their communications efforts through a strategic communications program. The win is testament to the team’s hard work and passion, and we can’t wait to get started.”
WE Buchan works with brands including Adobe, Allianz, eharmony, Bayer, Joco Cups.