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Atkins Nutritionals Lifts Cable-Heavy Media Schedule As Part Of 2011 Marketing Push

Atkins Nutritionals has bulked up its cable schedule to help consumers lose weight.
The weight management company has launched its 2011 marketing campaign, featuring a free weight loss kit, that is heavy on cable networks in the media mix.
The multiplatform campaign, which features Atkins spokeswoman Courtney Thorne-Smith, includes buys on such cable services as A&E, ABC Family, AMC, Bravo, Comedy Central, Discovery, E!, ESPN, Food Network, FX, Hallmark Channel, History, HGTV, Lifetime, SoapNet, Spike, Style, TBS, TLC, USA Network and We TV, according to Atkins officials.
The Atkins Weight Loss Kit includes a quick-start guide, chef recipe booklet, sample two-week introductory meal plan, pocket carb counter with acceptable foods lists, $3 book rebate for the bestselling The New Atkins for a New You, and three free Atkins bars. Consumers are directed to call 1.888.8ATKINS or visit Atkins.com to register for the free kit and bars.
In addition to cable, the campaign extends to print and online, with a tagline proclaiming "Lose up to 15 pounds in two weeks."
In the television commercial, Thorne-Smith states: "Eleven years ago, I got off the diet rollercoaster and made Atkins my lifestyle. You can too."
In addition to the media campaign, consumers will interact with Atkins in store through a national retailer floor talker program, in-pack coupons, and FSIs throughout the year.
During 2011, Atkins.com will house expanded tools, recipes, and support features available for free. Interactive tools will help users track their progress and plan their weekly meals, while enabling site visitors to interact with nutritionists and experts for motivation, questions, and support needs.
Moreover, five chefs -- Mike Isabella, former Top Chef contestant and owner of Washington D.C.'s soon-to-open Grafiatto restaurant; Ian Clark of Centro Latin Kitchen & Refreshment Palace in Boulder, Colo.; Mark Reinfeld, founding vegan chef of Blossoming Lotus in Portland, Ore.; Lynn Rinaldi of Paradiso in Philadelphia; and Simpson Wong of New York City's Cafe Asean -- have created low-carb recipes exclusively for Atkins consumers that are available at www.AtkinsChefRecipes.com.