B2C
New Atkins Nutritional Approach
Kelly Brook starts the new Year with Atkins
Services deployed on this project
Activity

Tangerine was tasked with driving sales and raising awareness and understanding of the ‘New Atkins’ by appointing celebrity ambassador Kelly Brook.

Raise awareness and understanding of New Atkins by appointing celebrity ambassador Kelly Brook. Driving hits to the website, supporting sales and increasing registrations.

Having worked with New Atkins for seven years and the competitiveness of the weight loss marketing growing year on year, we knew we had to develop a campaign with cut through.

Following the success of Kim Kardashian’s involvement with New Atkins in the US, we proposed appointing Kelly Brook as the UK ambassador – a role model for body confidence with British women and an aspirational brand champion, appealing to Atkins’ target audience.

The appointment was revealed exclusively with the Mail Online, before hitting the Daily Mirror, Daily Express and Daily Star within two hours. The exclusive reaped benefits in the long run as the Mail Online has continued to feature Kelly’s progress on a weekly basis.

Social media became an integral tool in following Kelly’s Atkins journey too and we worked with her team to develop key messages to incorporate into Facebook, Twitter and Instagram posts showcasing her food choices, favourite products, her personal results and drive registrations – her social profiles have seen a rise of 50,000 during the campaign period so far.

We celebrated Kelly reaching goal weight with a dedicated Atkins photo shoot and secured picture exclusives for the reveal with The Sun in print and with the Mail Online. Coverage of her journey quickly followed in key titles such as Daily Express, Daily Mirror, Hello! and the Huffington Post.

Becky Freeth, celebrity and lifestyle journalist for the Daily Mail

“I’ve found Tangerine to be excellent to work alongside. They’re always quick to respond, helpful, friendly and efficient.

“Kelly was a great choice for Atkins. Women can identify with Kelly because while she may not appear to need any body hang ups to the outsider, she might feel like her diet has gone off track because of a relationship, new job or a particular time of the year.

“She’s made the diet particularly accessible because of her Instagram page, making it look attainable but also changing my understanding of what foods were included in Atkins.

“It’s certainly got people talking about the brand again. To have strong, influential women at the forefront of the brand proves that it can be an effective and healthy lifestyle approach. We’ve seen the pictures but I am looking forward to hearing Kelly talk publicly about her experience with the diet, this can only help people’s awareness.”

Results
  • The announcement of Kelly Brook has generated over 244 pieces of print and online coverage – including 128 national pieces – since 7th January 2015
  • Reach of 18,911,613,456
Campaign Media