HOUSTON – Jiffy Lube International Inc. recently launched a new national advertising campaign titled "Leave Worry Behind," which aims to highlight the company’s commitment to delivering a worry-free vehicle maintenance experience to customers. 
The first franchisee-funded national advertising campaign by Jiffy Lube in more than two decades, "Leave Worry Behind" was developed with insights gathered from drivers to help shape campaign direction and help inform changes to the businesses.
"We have a 30-year track record as a successful business model and brand, but we are constantly evolving to meet the needs of today’s consumer," said Stu Crum, president of Jiffy Lube International. "Part of that journey is to listen to and carefully evaluate customer feedback. When it comes to what drivers are looking for, we believe Jiffy Lube is the best option for their vehicle’s preventive maintenance needs and we will continue to differentiate ourselves in the industry."
In recent years, Jiffy Lube says it developed a number of initiatives to reduce the anxiety often associated with vehicle maintenance. The company expanded its award-winning training program, called Jiffy Lube University (JLU), to help ensure that service centers employ knowledgeable, highly trained technicians. In fact, Jiffy Lube says it is the only company in the industry to earn the distinction of being an Automotive Service Excellence (ASE) Certified Training Provider. Additionally, Jiffy Lube recently completed a system-wide store re-image program to create a more modern and comfortable customer experience.
Additional changes are being implemented to support the Jiffy Lube commitment to worry-free car care, the company says. For example, a new Jiffy Lube pledge – which outlines the "Leave Worry Behind" promise – is now clearly visible in service centers across North America. The brand also is expanding its social media presence with a new Jiffy Lube Facebook page, designed to provide fans with helpful tips and information, and to more directly engage with customers and solicit feedback in real time.
"Drivers are holding on to their cars longer, making preventive maintenance more important than ever," said Jeffrey Lack, director of brand marketing for Jiffy Lube International. "Jiffy Lube wants to be the provider for drivers looking to maintain their vehicle and keep their ride on the road for the long haul. The new ‘Leave Worry Behind’ campaign hits on just that – the Jiffy Lube commitment to providing a high-quality, worry-free service experience that gives customers peace-of-mind, and reassures them that we get the job done right."
Created by JWT Atlanta, with media buying handled by Mindshare, the integrated "Leave Worry Behind" campaign includes television, radio, print, digital and social media components. The national campaign debuted on June 11 with two television spots – "Luge" and "Roller Derby" – on major broadcast and cable networks. The digital activation includes strategic buys on top online properties such as MLB.com and MSNBC.com to coincide with the 2012 Olympic Games. Additional activations will follow and the campaign creative is available to Jiffy Lube franchisees to support local marketing efforts.
