Campaign Asks "Who Knew?" and Tackles
the Truth and Misconceptions About Atkins
DENVER, Oct. 5, 2023
/PRNewswire/ -- The Atkins™ brand, part of the Simply Good Foods
Company (Nasdaq: SMPL), launched the first television spot from its
new campaign titled "Who Knew?" that unveils surprising truths
about Atkins. The campaign features Atkins brand spokesperson
Rob Lowe and comedienne/actress
Wanda Sykes, along with newcomer
John Owen Lowe. The provocative
campaign uses the sharp wit of both Wanda and Johnny to poke fun at
Rob's love affair with Atkins. It aims to increase brand relevance
with the next generation of consumers seeking delicious snacks that
are lower in carbs and sugar.
"Atkins is a trusted leader in weight management and low carb
innovation," said Linda Zink, Chief
Growth Officer at Simply Good Foods. "The essence of this campaign
is to make the viewer think differently about Atkins and consider
our delicious products when they may not have before. The witty
dynamic between Rob, Wanda and Johnny will bring a new level of
engagement and relevance to Atkins."
Rob Lowe has been the Atkins
brand spokesperson since 2018. Lowe has lived Atkins as a
lifestyle, being mindful of carbs and sugar, while emphasizing
protein and healthy fats. He readily credits his favorite
Atkins products for satisfying his cravings while keeping his
health goals in check. In this campaign, Wanda plays the role of a
comedic skeptic – skeptical that Atkins can taste so great and help
you lose weight and, as a result, skeptical of Rob Lowe.
"It was a blast working with my friend Wanda Sykes and my son Johnny. The chemistry,
the banter – it all clicked. They both had a little too much
fun poking fun at how much I love my Atkins bars, shakes and
treats," said Rob Lowe. "It's no
secret – I have been watching my carbs and sugar since my 30s when
I realized I couldn't eat like a teenager anymore. Atkins makes it
so easy with their unbelievable products that you just have to
taste to believe."
"Who Knew?" is developed by The ACME Idea Company, a strategic
and creative agency dedicated to the building of brands. ACME has
worked with The Simply Good Foods Company and Atkins since 2017.
Throughout its history, ACME has partnered with top consumer
package goods companies to define and reimagine many iconic
brands.
"Candy Drawer" is the first spot in a series, launching on cable
television, streaming and digital channels nationwide. The
remaining "Who Knew?" spots will air throughout the next year and
can be viewed on the Atkins YouTube channel.
Consumers can visit YouTube to see the debut commercial,
"Candy Drawer." The spot will run Oct.
12 on NFL Thursday Night Football on Amazon Prime as well as
Oct. 22 on Sunday Night Football on
CBS Network.
About The Simply Good Foods Company
The Simply Good Foods Company (Nasdaq: SMPL),
headquartered in Denver, Colo., is a highly-focused food
company with a product portfolio consisting primarily of nutrition
bars, ready-to-drink shakes, sweet and salty snacks and
confectionery products marketed under the Atkins™ and Quest™ brands
Simply Good Foods is poised to expand its wellness platform
through innovation and organic growth along with investment
opportunities in the snacking space and broader food
category. Simply Good Foods aims to lead the nutritious
snacking movement with trusted brands that offer a variety of
convenient, innovative, great-tasting, better-for-you snacks and
meal replacements. Please
visit http://www.thesimplygoodfoodscompany.com.
About the Atkins™ Brand
Over the past 50 years, the Atkins brand has become an iconic
American brand rooted in the nutritional principles of reduced
sugar and carbohydrates, with optimal protein and good fats.
Grounded in science and more than 100 clinical studies, the Atkins
lifestyle has helped millions of people achieve their personal
weight management and health goals. Atkins portfolio of products
includes nutritional bars, ready-to-drink shakes, confectionary
treats, and snacks to support the Atkins lifestyle, with free
access to all of our tools, such as the website, 1600+ recipes,
meal planner, mobile app, community forums, and more. Atkins
products are available online at Atkins.com, through
e-commerce, and in more than 43,000 locations throughout
the U.S. and internationally. To learn more about Atkins,
visit www.atkins.com.
Media Contact:
Jennifer Livingston
Director, PR & Social Media
jlivingston@simplygoodfoodsco.com
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SOURCE Simply Good Foods