Rob Lowe is the new face of the Atkins diet

Healthy eating and diet plans are top of mind for many people in the new year, which explains why Atkins - the low-carb diet program that took the world by storm in the early 2000s - has released a campaign starring Rob Lowe in hopes of modernizing the brand.

In a series of ads, Lowe is seen talking to the camera about his penchant for Atkins. In one ad, he claims he’s been “living Atkins for years” before stating that the program “isn’t just a diet, it’s great food that’s rich in healthy protein and lower in carbs and sugar.” The campaign is part of the brand’s broader effort to focus more on healthy lifestyle choices instead of strictly weight loss.

"While people have different health goals, they all want to lead healthy lives and not feel like they're missing out, whether spending time with family or eating a delicious meal,” said Scott Parker, chief marketing officer of Atkins Nutritionals, in a statement. ”Rob is a great representative of this lifestyle, as he has followed an Atkins low carb approach for years. Rob shows that living a low carb lifestyle can be healthy, yet still allows for enjoyment of great tasting food.”

The campaign plugs specific Atkins products as well. One ad features Lowe talking about the brand’s “awesome” chocolate milkshakes, while another shows him discussing his “killer sweet tooth” and the protein bars that can satisfy it.

Created by Acme Idea Company, the ads will run on broadcast, print and digital.

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