Jenny Craig is queen of kilogram shedding - but it's advertising revenue the weight loss icon is now taking off Kyle Sandilands' ad dollars.
The international weight loss brand has confirmed it last night reversed its decision to sponsor controversial radio host Sandilands, conceding it had "badly misjudged" public sentiment.
Yesterday, as the Kyle & Jackie O Show returned to the airwaves, Jenny Craig was in the headlights for its association with the show. The brand faced criticism from the public on social media platforms, including Twitter.
In a statement from Jenny Craig, issued today, the company said taking customer feedback into consideration was paramount.
"One thing about Jenny Craig is that we listen. We listen, we understand and we make an enormous effort to walk in the shoes of others. We badly misjudged public perception of Kyle Sandilands. We have taken what has been said seriously."
Jenny Craig recently signed up former Spice Girl Melanie Brown, better known as Mel B, as a brand ambassador to front its campaigns. Brown had been involved with Sandilands' program last year and remains a regular contributor, according to Southern Cross Austereo.
"Mel B has happily been part of the 2DayFM Breakfast show for the better part of last year. Our intention was to support our ambassador in her broader media role. We feel sorry we have offended so many people, underestimated the sentiment against Kyle and are clearly upset that we made such a mistake.
We have instructed 2Day FM that our advertising is to be discontinued on the Kyle & Jackie O show, and the rest of their schedule immediately."
Southern Cross Austereo chief executive, Rhys Holleran, said: “In light of the recent withdrawal of advertising by Jenny Craig from the Kyle and Jackie O Breakfast Show on 2DayFM, we reinforce that we value our listeners and clients dearly and hold the utmost respect for their opinions and actions. As a business Southern Cross Austereo constantly strives to deliver attractive products for Australians. We are confident the Kyle and Jackie O Show has been positively re-set for 2012 and our teams are committed to ensuring it is both entertaining for listeners and provides an advertiser friendly environment.”
A Jenny Craig spokesperson told AdNews there are financial penalties involved with the brand severing its sponsorship of the radio program. The deal had been signed last year before the Sandilands furore erupted, a chain of events confirmed by broadcaster Austero.
Last year Sandilands slammed News Limited journalist Alison Stephenson on-air after she wrote a critical article of his television special. Sandilands' attack included branding Stephenson a "fat slag" and threatened to "hunt her down".
The controversy led to major advertisers - including Telstra, Holden, Myer, American Express and Ford - pulling their ads from programs associated with Sandilands.
Sandilands returned to the airwaves yesterday with a "traffic light" censorship system imposed by Southern Cross Austereo to monitor his behaviour and comments.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at wenleima@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.