Atkins Nutritionals International, the company behind the Atkins diet, has hired agency 23red to handle its brand identity across all markets outside of the US.
The agency will devise a new identity and communications strategy which will go live early next year, with the launch of a campaign in both advertising and direct channels.
Former IPA chief Hamish Pringle, who joined 23red as a strategic adviser earlier this month, will be working on the Atkins business.
Backed by research and consumer success stories, the Atkins Nutritionals Approach claims to offer a healthy diet approach, with reduced levels of refined carbohydrates and refined sugars.
Atkins manufactures and sells a variety of nutrition bars and shakes globally in more than 30,000 locations. Its products are targeted at a broad audience of men and women.
23red managing partner Jane Asscher said: “Already a key player in the weight control nutrition industry in the US, we look forward to the task of growing the Atkins Nutritionals International share of the international market.
“This is exactly the kind of challenge we relish and with Hamish at the helm of our strategy department, we’re ready for the challenge.”
Atkins Nutritionals International global marketing director Vincent Huinck commented: “We needed to create a partnership with an agency that could provide a range of marketing across all channels and 23red can deliver just this. They have already proved they have the right people and approach to deliver high quality work.”
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