Radio personality Fifi Box fronts New Atkins Nutritionals TV commercial via Arnold Furnace
Following the announcement of radio personality Fifi Box as its brand ambassador in July, international diet icon Atkins Nutritionals is set to launch its first TVC, via Arnold Furnace, on Sunday, 25 August – part of an integrated campaign to relaunch its low-carb weight management plan and products in Australia.
The TVC uses a humorous approach to explain why Box joined New Atkins and the results she has enjoyed on the program so far.
Says Richard Sullivan, managing director for Atkins Nutritionals (Australia and New Zealand): “The New Atkins Nutritional Approach – a scientifically reformulated version of the original Atkins Diet – is not about a quick fix. It is a sustainable eating plan for safe and effective weight loss, weight management and lifelong healthy living.
“Like so many men and women, Fifi is someone who has tried a range of techniques in the past to manage her weight. While she is a celebrity in the spotlight, she talks freely about her everyday struggles – and it is this ‘fallibility’ that people connect with. New Atkins has been a real turning point for Fifi in terms of improving her diet and managing her health – and this authenticity really comes across in the TVC.”
In addition to the new TVC, The New Atkins campaign featuring Box includes a mix of radio, online and in-store activity (agencies: Arnold Furnace/Customedia) as well as a national PR program (agency: Anne Wild & Associates).
Despite minimal marketing activity prior to the brand’s recent relaunch, Atkins bars and shakes have grown a staggering 344% since 2008 to become the market leaders in the Australian Weight Management category with 32.3%[1] market share. Mr Sullivan said the New Atkins Nutritional Approach has already garnered a significant following in Australia, with the number of registered program followers already in the many thousands.
Sullivan attributes the strong performance of Atkins’ products to the proven success of low-carb programs which are increasingly gaining traction worldwide as the cornerstone to healthy eating; not to mention the fact Atkins is renowned as the brand behind the original carbohydrate-controlled diet, whose products are sold in over 20 countries.
Says Sullivan: “There is a plethora of published scientific material and more than 110[2] peer-reviewed studies supporting the effectiveness of balanced low-carb eating programs, and Atkins is the one brand with more than 40 years’ experience in the field.”
[1] MAT National Supermarkets to 14/07/2013, Nielsen Australia ScanTrack
[2] http://au.atkins.com/about-atkins/science/
1 Comment
If Fifi is doing so well when are you going to update ad?