Lowe Campbell Ewald scored a large piece of the Atkins business, following a consultant-led review. The agency will handle brand strategy and creative for a multimillion-dollar national campaign,
consisting of TV, print and digital elements. “We believe the Atkins brand is a true paradigm shift in the world of nutrition and dieting, and that it’s different from the majority of
diets that focus on caloric restriction,” said Jim Palmer, CEO at Lowe Campbell Ewald. “Our goal is to bring the Atkins lifestyle to more people, help them see the revolutionary nature of
the Atkins approach, and how it can change their lives and give them the freedom to eat, feel good and lose weight.” The Atkins Diet debuted debut in the 1970s, and over the past 18 months has
undergone a significant transformation and introduced a new line of frozen entrees, to complement its existing bars and shake, to make following the Atkins lifestyle easier. New work is slated to
launch early 2014.