For 2015, Atkins Nutritionals is sticking with spokesperson Sharon Osbourne in a new, $20 million-plus advertising and marketing campaign unveiling a revamped version of its diet called Atkins 40.
While Atkins 40 is still low-carb, it now allows dieters to eat from all food groups from the start, including Greek yogurt, fruit, whole grains and even pizza (at least Atkins' own new variety).
Osbourne introduces the changes in two 30-second TV spots. In one, she explains the broader selections to other women in a farmer's market setting, spotlighting the branded pizza product. In the other, she makes the pitch in front of a banquet table loaded with a variety of foods, and includes a pitch for the brand's new Endulge candies line.
Both spots end with a call to visit Atkins.com to get a buy-one-Atkins product, get-one-free coupon. The Atkins site offers the entire diet program at no charge, along with support tools.
The TV ads started airing Dec. 29 on networks including AMC, CBS, Food Network, HGTV and Lifetime, among others.
The campaign, from agency Lowe Campbell Ewald, also includes print. The first ad will run in People, Better Homes & Gardens, Family Circle, Life & Style Weekly and other publications.