The low-carb life-style model’s “Any Questions?” launched Dec. 30, simply in time for New 12 months’s resolutions about consuming more healthy, and contains spots with Lowe studying on his telephone and answering shopper questions in regards to the Atkins food plan.
A number of of the preliminary spots sort out myths and search to make clear confusion in regards to the Atkins food plan. For instance, in a single advert, Lowe explains that Atkins is a extra versatile and sustainable model of the wildly fashionable Ketogenics food plan. In one other, he explains that individuals following Atkins can take pleasure in some fruit, opposite to the parable that the meals group was a no-no as a result of the excessive sugar and carb load of some varieties.
“There are nonetheless misconceptions about Atkins, so with this marketing campaign, we wished to teach shoppers and we although the easiest way to do this was to ask them to share their questions on Atkins flexibility, sustainability and total advantages,” defined Atkins Chief Advertising and marketing Officer Scott Parker.
Different spots reply questions that possible can be apparent to Atkins followers, however which could be frequent exterior of the model’s group. For instance, in a single spot Lowe solutions a query about whether or not Atkins’ shakes are “actually that good,” to which he offers an overwhelmingly constructive endorsement and encourages viewers to strive one for themselves.
“We’re going past our group and educating all shoppers about what Atkins has to supply,” Parker stated, including, “everybody approaches maintaining a healthy diet in another way.”
Parker defined that the questions within the spots come from actual shoppers who the model solicited by way of an intensive social media query marketing campaign that “received an amazing response.”
He added that Atkins “selected a various set of questions that may educate and handle totally different factors about Atkins, in order that individuals who each know an Atkins life-style – after which those that don’t – can each profit from studying extra about Atkins.”
Extending the model’s attain
The model is also making an attempt to develop its shopper attain by extending its advert purchase for the marketing campaign for the primary time past cable, in line with Atkins.
Parker defined the model is extending the advert purchase to “goal sports- and lifestyle-focused programming, primetime regional community tv and linked TV. As well as, we expanded digital media to succeed in people who find themselves targeted on bettering their well being.”
He added that that is a part of Atkins’ effort to showcase the merchandise as “smarter snacks” that anybody can take pleasure in, even when the will not be “doing Atkins.”
An efficient partnership with Lowe
The marketing campaign additionally extends for the following three years Atkins’ partnership with Lowe, who has been the brand’s official spokesman for the previous two years, however now will tackle added accountability as a artistic strategic accomplice.
“Rob’s character is a seamless match. He’s capable of have interaction with shoppers to assist them perceive how simple it’s to comply with an Atkins consuming method,” partly as a result of he does, stated Parker. He defined: “Rob has been dwelling an Atkins low carb life-style for greater than 20 years, so he speaks authentically to Atkins’ advantages and the way he feels good, stays match and sustains his vitality.”
Bringing Lowe on as a spokesperson in 2018 has additionally helped Atkins reposition itself as a life-style model, fairly than a line of diet-products, at a time when weight-loss and ‘weight-reduction plan’ have fallen out of fashion in favor of ‘wholesome dwelling.’
“We’ve seen nice vitality by way of our partnership with Rob as shoppers can see how this life-style has benefitted him,” stated Parker. “We additionally attribute this success to how we’ve gone past weight reduction to assist individuals who wish to reside an total more healthy life-style.”
With the assistance of Lowe and the final repositioning of Atkins’, the corporate noticed a gross sales enhance of 20% final 12 months, Parker added.
In the end, Parker stated, “our mission is targeted on bettering international well being, which we consider is pushed by how we eat – so our training and innovation is paramount to creating this accessible to shoppers.”