Atkins Nutritionals hires CRT/tanaka as it alters brand messaging

NEW YORK: Atkins Nutritionals has hired CRT/tanaka as AOR as the company emerges from bankruptcy and switches its messaging and marketing focus.

NEW YORK: Atkins Nutritionals has hired CRT/tanaka as AOR as the company emerges from bankruptcy and switches its messaging and marketing focus.

By Keith O'Brien
NEW YORK: Atkins Nutritionals has hired CRT/tanaka as AOR as the company emerges from bankruptcy and switches its messaging and marketing focus.

The agency selection comes as part of a $40 million marketing effort. Billings are in the high six figure range.  The company emerged from Chapter 11 bankruptcy last week.

As Atkins reemerges, it is dramatically shifting its focus to the quality and nutritional value of its Atkins Advantage food, rather than educating the public about a low carbohydrate lifestyle. Atkins is also slimming down its product lines to a quarter of previous levels, selling just nutrition bars and shakes, said Patrice Tanaka, CRT/tanaka co-chairman and chief creative officer.

The company will also be talking to the media about a rededication to taste and freshness.

"This [strategy] immediately makes sense to people, as the products have always provided this optimal nutrition," said Beth Neumann, VP and CMO. "It's just that we're out there talking about it now, giving the consumers a new look."

CRT/tanaka will focus on consumer and trade media, as well as on-the-ground partnerships with the Sundance Film Festival and New York City's fashion week. Other marcomms initiatives include a website relaunch, advertising campaign, and new packaging.

The company previously worked with Magnet, which Atkins hired in August after its Chapter 11 filing, on a couple of projects.

Atkins CEO Mark Rodriguez previously worked with CRT/tanaka when he was CEO of Walnut Acres, another food company.

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