Jenny Craig wanted a new brand ambassador. Naturally we suggested Dame Edna Everage... along with ‘her manager’ Barry Humphries.

The deal saw the brand launch the 'Edna Forever' campaign.

Part of the campaign was a pledge from Everage to shed 15 kilos before embarking on a farewell tour.

A TV campaign was backed up by full integration including a dedicated website, youtube videos and a Facebook page where people shared their pledges to lose weight, with $1 from every pledge going to the UN Women's Association.