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The Atkins diet might forever be associated with the early 2000s, when the low-carb diet craze swept America. But years later, the brand is still alive — and quietly growing, thanks to trends that have consumers taking a second look at low-carb eating.

The diet marketer, formally called Atkins Nutritionals, wants to accelerate that growth with aggressive marketing plans that will be led by a new ad agency, Interpublic’s Lowe Campbell Ewald, Detroit, which won the business after a competitive review. The incumbent agency, independent Goodness Mfg., did not participate in the pitch, which was managed by Roth Associates, said Atkins Chief Marketing Officer Scott Parker.

Mr. Parker said he was impressed with Campbell Ewald’s direct-response work, citing clients including banking and insurance provider USAA and the U.S. Navy. Atkins, whose model includes offering free online diet tools while selling branded food, will keep Sharon Osborne as its celebrity spokesman, but other campaign elements are still in development, he said.

Continue reading at AdAge.com