Fifi Box – the new me with Atkins

Atkins Nutritionals has launched its first campaign featuring radio and TV presenter Fifi Box.

The ad plays on Box’s regular references on her Today Network Fifi & Jules drivetime show to “the new me”.

The first commercial goes to air on Sunday night and features Box talking the problems with many fad diets.

The commercials were created by agency Arnold Furnace who also produced a behind the scene video featuring Box talking about her struggles with weight loss.

“Like so many men and women, Fifi is someone who has tried a range of techniques in the past to manage her weight,” said Richard Sullivan, managing director for Atkins Nutritionals.

“While she is a celebrity in the spotlight, she talks freely about her everyday struggles – and it is this ‘fallibility’ that people connect with.”

As well as her Today Netowrk show, Box is also the entertainment editor on Seven’s Sunrise program.

In addition to the new TV commercial the campaign featuring Box will include radio, online and in-store activity.


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