ATKINS DEFINES A NEW WAY OF EATING WITH “HAPPY WEIGHT” ADVERTISING CAMPAIGN
DENVER, CO – JANUARY 5, 2016 – Atkins Nutritionals, Inc., a leader in low-carb nutrition and the weight-management category, launched its newest advertising campaign, centered on helping consumers find their “happy weight.” To bring the campaign to life, spokesperson and actress Alyssa Milano reveals her success on Atkins in reaching her happy weight through a series of three television advertising spots with the brand, which is shifting the weight-loss conversation to help consumers look and feel their best through a sustainable low-carb lifestyle.
Atkins’ message is simple: consumers can incorporate Atkins into their lifestyle to find and maintain a weight that works for them.
“Everybody has their own personal happy weight goal, and whether it is achieved through significant weight loss, shedding a few unwanted pounds, or even sustaining a low-carb lifestyle for better health, Atkins offers a variety of programs to help people achieve their goals,” said Joseph Scalzo, president and chief executive officer, Atkins Nutritionals, Inc. “Alyssa helps us reinforce this message by revealing her own success on Atkins to reach her personal happy weight – the place where she looks and feels her best.”
“Atkins is a sustainable lifestyle, and beyond weight loss, I feel great and have more energy,” said Milano. “Atkins taught me that it’s not about counting calories, but about focusing on smart, simple food choices that allow me to eat well and enjoy my favorite foods since Atkins offers great low-carb recipes and products.”
Created by Campbell Ewald, the new Atkins national advertising campaign is an integrated mix of advertising, marketing, public relations and social media, and includes three new 30-second broadcast spots.
The creative treatment for the three broadcast spots includes:
“Happy” (30-second broadcast spot)
- Alyssa reveals that she has reached her happy weight, is looking and feeling her best, and –surprise! – she did it on Atkins. Alyssa reveals why Atkins works for her, and why the low-carb lifestyle is so easy to follow. She showcases a variety of Atkins frozen meals and recipes.
“Changed” (30-second broadcast spot)
- Clearing up misconceptions about the Atkins brand, Alyssa reveals how
the low-carb program has changed, and how Atkins has also changed her.
From its variety of frozen foods, recipes and Atkins snack products,
including the new Atkins Harvest Trail Bar, Atkins is easier than ever
“Overjoyed” (30-second broadcast spot)
- Alyssa introduces three people who have all had success with Atkins. They talk about how Atkins makes it easy for them to eat good carbs with healthy fiber, lots of vegetables and fruit, and even snack on Atkins bars.
In all of the ads, consumers are encouraged to download the Atkins app or log on to Atkins.com to begin their weight-loss journey today.
New Product Introductions
In addition, Atkins has created a new ad spot that introduces the new Atkins Mac & Cheese and Meat Lasagna frozen pasta meals to round out a complete line of pasta entrées, including refreshed versions of Shrimp Scampi and Italian-Style Pasta Bake.
The Atkins frozen pasta meals range from nine to 14 net carbs, 24 to 39 grams of protein and 11 to 19 grams of fiber.
About Alyssa Milano
With a dynamic 30-year career, Alyssa Milano is an actress, producer, designer and activist. She got her start on the hit TV show “Who’s The Boss?” and followed up with leading roles in “Melrose Place,” “Charmed,” “Mistresses,” as well as independent and feature films. As current host of Lifetime’s “Project Runway All-Stars,” Milano has a passion for design and is an avid sports fan. This led her to create her own clothing, jewelry and eyewear line called TOUCH by Alyssa Milano, which fulfills the need for fashion-forward fan apparel for women, partnering with all the major sports leagues. She is also the creator of the critically acclaimed graphic novel series, “Hacktivist.” As a philanthropist, Milano is a UNICEF ambassador, as well as a founding ambassador for The Global Network for Neglected Tropical Disease Control (GNNTDC).
About Atkins Nutritionals, Inc.
Atkins Nutritionals, Inc. is the leading low-carb program for consumers looking to achieve a healthy lifestyle. From weight loss and maintenance to improved overall health, Atkins offers the tools and education needed to help consumers eat a balanced diet with reduced levels of refined carbohydrates and added sugars, and rich in protein, fiber, fruits, vegetables and good fats. Its extended portfolio of products, ranging from frozen meals and nutrition bars to shakes and snacks, provide convenient low-carb solutions to help the body burn more fat and work more efficiently, while keeping consumers satisfied and energetic.
Backed by more than 80 published scientific studies and consumer success stories, Atkins is a long-term, well-balanced program that appeals to a broad audience of men and women who want to achieve their weight management goals and enjoy a healthier lifestyle. Atkins products are available online at Atkins.com and in more than 50,000 locations throughout the U.S. and internationally. To learn more about Atkins, visit Atkins.com.