In “I’m Back,” the TV ad that launched Jenny Craig’s first quarter 2016 campaign, Kirstie Alley has something to cheer about: maintaining her 50 pound weight loss after returning as spokesperson for the weight management and nutrition company. Our latest creative begins with Kirstie bursting through the door of the Boston bar and making her dramatic reveal as she reunites with her former “Cheers” castmates John Ratzenberger (Cliff) and George Wendt (Norm) on the sitcom’s old, familiar set. They toast her success and she touts the program’s tools that helped take her there: personal consultants and expanded food options that are still delicious and easy for members to prepare.

The $5 million media buy for “I’m Back” comprised all dayparts (morning, afternoon, primetime) on women-skewing cable networks in the U.S. and Canada including TWC, A&E, HGTV, USA, LMN, COOK, DIY, TLC, TVLAND, ION and FOXNC. The spots began airing on 1/1/16 and will run through the end of March and reached 180+ million viewers.

A total of nearly 3,000 ads have aired so far through the end of February. The creative is also being translated into an integrated campaign that will include local marketing tools, in-center materials, PR and digital/social media extras, such as cast interviews, outtakes/bloopers and a stop-motion dance party.

Digital media included paid search, retargeting and other channels with daily and weekly optimizations. JennyCraig.com was updated with the new offer, the latest foods and a Cheers landing page, and a Kirstie Alley/Cheers Update Success Story page was created to feature real member’s stories.

The “I’m Back” TV spot reached 180+ million viewers. Through the Public Relations & Social Media Team’s integrated efforts, Jenny Craig garnered more than 774 million additional impressions.