• by Larissa Faw , January 12, 2016

Last August, Atkins Nutritionals signed actress Alyssa Milano as its newest spokesperson to document her weight loss after having a baby. Now, Atkins and its agency of record Campbell Ewald are introducing a new ad campaign featuring Milano that centers on helping people find their "happy weight." 

The three :30-second TV spots of the “Happy Weight” campaign all show Milano in her kitchen, speaking directly to the camera to tell consumers about her own weight struggles after having her child and recent weight loss. 

The "Happy" spot features Milano explaining her weight loss tips. The "Changed" ad is designed to clear up misconceptions about the Atkins brand and in "Overjoyed," Milano introduces three real consumers who have all had success with Atkins.  

The campaign is running nationally on broadcast and cable TV, print and digital and is supported with digital and print ads. In all of the ads, consumers are encouraged to download the Atkins app or log on to Atkins.com.  

In addition to the Milano spots, Atkins has created a new ad that introduces the new Atkins Mac & Cheese and Meat Lasagna frozen pasta meals.  

This campaign is designed to reposition the well-known Atkins diet as more accommodating to everyday people. “Our biggest challenge was to change some pretty faulty perceptions about Atkins," says Jonathan Lange, executive vice president, group account director, Campbell Ewald. "Many people think Atkins is a restrictive 'red meat, eggs and cheese' diet that simply isn’t healthy.  But in reality Atkins is a balanced plan that includes all food groups - whole grains, berries and lots of veggies.” 

Milano's participation is meant to help age down the brand from its current level which Atkins targeted with long-time former spokesperson Sharon Osbourne. “Atkins focuses on targeting ‘diet engaged’ women who have a significant amount of weight to lose," says Lange. "They’ve probably been burned by the roller coaster effect of fad diets.  We want them to understand that Atkins is in reality a sustainable lifestyle change – and learning some smarter eating choices will help them not only reach their target weight but also stay there.” 

Campbell Ewald has worked with Atkins since September 2013.