food

Atkins Expands Dieter Resources, Ad Campaign

Courtney-Thorne-Smith

Atkins Nutritionals, Inc.'s New Year's marketing resolutions call for continuing a free, home-delivered weight-loss kit, providing people with chef-created low-carb recipes and new online resources, and an expanded multimedia ad campaign featuring actress/brand spokesperson Courtney Thorne-Smith.

Last year, the introduction of the Atkins Weight Loss Kit, combined with more aggressive advertising and a more robust main site (Atkins.com), helped drive a 38% dollar sales increase across Atkins' product lines, including its Endulge bars (up 70%), Day Break bars (30%), and Advantage shakes (29%) and bars (caramel up 53%, rest of line up 25%), according to Nielsen data. Those results are particularly notable given that Nielsen shows dollar sales for the overall diet/weight control nutrition category having declined by 4.3% in 2010.

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For Atkins, which does not charge program membership fees, product sales are all-important, of course. Last year's performance continued a comeback in progress since 2008, when Monty Sharma and North Castle Partners acquired the company, significantly streamlined its product offerings, and launched a $20 million ad campaign (sales grew by 22% in 2008).

The weight-loss kit -- available through online or 800-number registration -- includes three free Atkins bars, as well as a quick-start guide, sample two-week starter meal plan, pocket carb counter, $3 rebate for The New Atkins for a New You book, and a "chef recipe" booklet. The free bars and home-delivered kit as a whole are particularly key, as they represent a differentiator from competitive diet/nutrition plans, notes Atkins brand manager Lisa Wells.

Last year, Atkins sent out 500,000 kits (1.5 million sample bars). A major investment, but one that delivered ROI, says Wells, who points out that each kit requester represented a registrant/new Atkins community member, and that those new converts to the Atkins program played a major part in driving the product sales gains.

The kit's recipe booklet ties in with a key new online resource: a "Chef Recipe Program" on a dedicated microsite (AtkinsChefRecipes.com) that offers chef-created low-carb recipes for Atkins consumers, complemented with videos providing meal preparation guides.

Atkins also continues to expand the free support systems on its main site, which include tools for tracking weight progress and planning weekly meals, an "ask and answer" area, online education programs, product reviews, a community, nutrition blogs and consumer forums, and a success-story sharing tool/area, among other offerings. Facebook and Twitter presences help drive new member-registrants for the brand's support/sharing community, as well as product promotion opportunities.

This year will also see more advertising across national TV, print and online, with a campaign featuring the tagline: "Lose up to 15 pounds in two weeks."

While the grabber is initial fast results, additional messaging conveys that Atkins is an ongoing, long-term weight maintenance and nutritional regime that provides a balanced diet (not just protein) -- a point underlined by the new chefs' recipes.

A recently launched TV ad features Thorne-Smith (who is also seen in the print and other efforts) stressing that she "got off the diet rollercoaster" and made Atkins her "lifestyle" 11 years ago, and that others can realize the same benefits from the plan. This year's expanded television schedule includes spots airing throughout the first quarter, as well as during May and September (which, like the new-year period, are peak periods for weight-loss efforts), according to Wells.

Print ads will continue to run in key women's lifestyle, fitness and health magazines, and will this year also run in select men's fitness/health titles, Wells reports. Other key marketing elements include a national retail floor-talker program, Walmart promotions incorporating in-store video segments, in-pack coupons, and FSIs.

Atkins continues to selectively expand its product offerings. New items featured on its site include new flavor varieties of its Day Break, Advantage and Endulge bars and Endulge Chewy Peanut Butter Cookies, for example. Atkins also markets pasta and an all-purpose baking mix under its Cuisine line.

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