Atkins Nutritionals has announced its latest campaign created for the United States which debuts on 31 December and features Rob Lowe.

Atkins Nutritionals is kicking off 2019 with a new advertising campaign. Dubbed Choose Wisely, it aims to educate people on making smart food choices, including avoiding excess carbohydrates and sugar. The multifaceted exercise stars official spokesperson, Rob Lowe.

A main concentration is the brand’s customisable dietary approach comprised of high-fibre carbohydrates, optimal proteins, and healthy fats. Said nutrition-based strategy promotes weight loss and retention to help Atkins consumers enjoy both good health and wellness.

Such tools as a robust online community, mobile app, menu planner, and recipes are being made available to consumers for free to support the initiative. Another vital element under the spotlight are the convenience-centric frozen meals and on-the-go snacks from Atkins.

Showcasing key products and Lowe’s personal journey, the creatives highlight the hidden sugar effect, which is when carbohydrates like sugar, significantly impacts the body while unseen. The ads air on 31 December alongside social media and public relations activities.

The ad series was developed by Acme Idea Company based in Norwalk, Connecticut. The commercials come in 15- and 30-second formats. With the titles Surprised, The Secret’s Out, Shakes, and Wafers, they capture the brand’s ambassador and select dietary options.

“We have seen a tremendous response working with Rob. Having himself eaten this way for years, he serves a valuable role communicating our brand as a lifestyle. Our new campaign empowers people to make healthy choices,” said Scott Parker, CMO for Atkins Nutritionals.

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