Building on a more robust partnership together, Atkins has signed Lowe for three more years as its official brand spokesperson. The renewal includes equity, and positioning Lowe as a creative strategic partner, establishing leadership in delivering the brand’s mission and vision. Lowe has followed an Atkins eating approach for more than 20 years, and delivers a message about how living a low carb lifestyle has been his choice for looking and feeling good, with optimal health and energy to sustain his busy life.
“Health and wellness are an essential part of my life, and living an Atkins low carb lifestyle for more than 20 years has kept me feeling great, and being at my best self,” said Lowe. “I want to share this experience through my work with Atkins, and spread the word of their mission in making the world a healthier place. This partnership is a natural fit, and I look forward to continuing in our creative strategic direction. By answering people’s questions directly, I hope to show them that living an Atkins lifestyle is easy, personalized and flexible, and you get to enjoy great-tasting food.”
Showcasing the Atkins approach, products and Lowe’s personal experience living an Atkins lifestyle, the brand is extending the ad buy for the first time beyond cable to target sports- and lifestyle-focused programming, primetime regional network television, connected TV and expanded digital media to engage with consumers who want to follow a self-directed and personalized healthy lifestyle approach.
“Rob has an intrinsic connection to the Atkins brand, and we look forward to working together in our partnership, continuing to raise awareness for our nutritional philosophy and mission,” said Scott Parker, chief marketing officer. “Rob understands how the greatest epidemics of our time and the health of our world, is all connected to how we eat. Our campaign, ‘Any Questions?,’ focuses on what Rob does best—engaging with people—helping them understand the ease and accessibility of the Atkins approach to eating, our products and the many benefits.”
The first ads began airing on December 30 and are part of an integrated marketing campaign comprised of advertising, marketing, public relations and social media.