Lowe Campbell Ewald, Detroit Follow Update

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Lowe Campbell Ewald Reels in Atkins™ Business

September 12, 2013

DETROIT, MICH. – SEPTEMBER 12, 2013 – Marketing communications agency, Lowe Campbell Ewald, announced today that it has been awarded a substantial piece of business for Atkins Nutritionals, Inc. (Atkins™), a leader in the weight management category and provider of the original low-carb weight loss plan. The win followed a consultant-led review.

Scope of work for the brand includes strategy, creative development, and production of a multimillion dollar national campaign – slated to launch early next year – that will consist of TV and print.

“We are thrilled to be partnering with Atkins for this launch,” said Jim Palmer, CEO at Lowe Campbell Ewald. “We believe the Atkins brand is a true paradigm shift in the world of nutrition and dieting, and that it’s different from the majority of diets that focus on caloric restriction. Our goal is to bring the Atkins lifestyle to more people, help them see the revolutionary nature of the Atkins approach, and how it can change their lives and give them the freedom to eat, feel good and lose weight.”

The Atkins Diet™ is a rigorously tested and proven diet program that made its debut in the 1970s, and has continuously refined and improved its approach to help people lead healthy, happy lives through sustainable weight loss. Over the past 18 months, the brand has undergone a significant transformation and has introduced a new line of frozen entrees (to complement existing bars and shakes) to make following the Atkins lifestyle even easier.

“We are excited to start working with Lowe Campbell Ewald and continue our mission of offering this scientifically based, proven eating plan as a viable option when conventional weight loss diets just don’t seem to work,” said Scott Parker, CMO, Atkins Nutritionals, Inc. “We want people to enjoy food with a sustainable lifestyle, and Atkins allows just that. We believe Lowe Campbell Ewald is the right partner to help us communicate our mission.”

About Lowe Campbell Ewald
Lowe Campbell Ewald is a full service, fully integrated advertising and marketing communications agency in the U.S. The agency provides both traditional and specialized capabilities including advertising; insights and strategic planning; integrated content strategy and development; digital; social, DM/CRM, retail and experiential marketing; and media planning and buying. As the U.S. hub for the Lowe and Partners global network, Lowe Campbell Ewald has offices in Detroit, Los Angeles and San Antonio. Clients include Alltel Wireless, Atkins Nutritionals, Inc., Cadillac, Chicken of the Sea, Consumers Energy, Detroit Lions, Kaiser Permanente, Olympic Paints and Stains, OnStar, USAA, the United States Navy, University of Michigan and Western Governors University.

About The Atkins Diet
Atkins, the original and leading low-carb weight loss plan, is a long-term, well balanced diet that teaches individuals to find their personal carb tolerance so they can lose weight and maintain their weight loss long term. The Atkins Diet recommends a wide array of vegetables, low glycemic fruits, healthy fats, adequate proteins and also whole grains as one approaches their weight loss goals. Dieters avoid foods high in refined sugars and carbohydrates. Learn more about our rich and satisfying approach by visiting atkins.com.

About Atkins Nutritionals, Inc.
Atkins Nutritionals, Inc. is a leader in the $2.4 billion weight control nutrition category, and offers a powerful lifetime approach to weight loss and management. The Atkins Diet focuses on a healthy diet with reduced levels of refined carbohydrates and added sugars and encourages the consumption of protein, fiber, fruits, vegetables and good fats. Backed by research and consumer success stories, this approach allows the body to burn more fat and work more efficiently while helping individuals feel less hungry, more satisfied and more energetic.

Atkins Nutritionals, Inc., manufactures and sells a variety of frozen meals, nutrition bars and shakes designed around the nutritional principles of the Atkins Diet™. Atkins' four product lines: Advantage®, Day Break™, Endulge™ and Cuisine™ appeal to a broad audience of both men and women who want to achieve their weight management goals and enjoy a healthier lifestyle. Atkins products are available online at atkins.com and in more than 30,000 locations throughout the U.S. and internationally. For more information, visit atkins.com.