Atkins extends Rob Lowe deal with ‘Any Questions?’ series

Dive Brief:

• Atkins debuted a fresh video campaign starring actor and brand spokesman Rob Lowe, the company shared with Marketing Dive via press release. Lowe originally signed on as Atkins’ spokesperson in January 2018 and will serve for another three years to promote how he uses the low-carb diet.
• In the three video ads that will air on TV and digital channels, Lowe answers user-submitted questions about the diet, such as “How are Keto and Atkins different?” and “Can I have fruit on Atkins?” Each spot directs viewers to an Atkins microsite to learn more about the brand and see an additional video series depicting Lowe chatting with a doctor.
• In the videos, Lowe tries to break the perception of Atkins being a meat-heavy diet by promoting the system as including a mix of healthy foods. The campaign represents the first time the brand is extending its ad buy beyond cable TV to target sports- and lifestyle-focused programming, connected TV and expanded digital media.

Dive Insight:

New Year’s is a popular time for people to pledge healthier lifestyles, and Atkins is looking to capitalize on this moment to reach consumers interested in making diet improvements with an extended partnership with Lowe.

https://www.youtube.com/watch?v=cJ5JgDWkGYo

The video campaign has a strong call-to-action by showcasing healthy foods such as avocado toast and berries, dismissing the reputation of Atkins being a meat-heavy diet that doesn’t allow any healthy carbs. By directing viewers to Atkins’ website to learn more about these allowances and check out Lowe’s conversations with a doctor, the ad campaign aims to push consumers to reconsider the diet as a healthy alternative to other trending diets such as keto and intermittent fasting, which have gained momentum over the past few years.

The U.S. weight loss market is valued at around $72 billion, according to ResearchandMarkets.com, though fewer people are dieting as body positivity movements are shifting to showcase messaging around beauty of all sizes. Other brands including Torrid and Dove have recently employed marketing campaigns centered on inclusivity and body positivity​, something that appears to resonate with a growing group of consumers.

Enlisting Lowe as a brand spokesperson seems to have positively impacted Atkins’ sales. Last year, he starred in the “Choose Wisely” campaign, which focused on an education plan to teach people how to avoid excess carbohydrates and sugar. Atkins saw growth during Q2 2019 when parent The Simply Good Foods Company reported a net sales lift of 13.3% to $244.7 million.